8/13/2019 5 Surprising Holiday Shopping Trends

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5 Surprising Holiday Shopping Trends

A consumer story

29%ofs

hopper

sbuyholiday

giftsAL

LYEAR

ROUND

I gather ideas forthings I think someonemight like throughoutthe year, then I

purchase those gifts ata convenient time and

price point.KRISTIN, 30, PA

Going to the store to hear holidaymusic, to see decorations, browsingand shopping. This really brings thetrue spirit of the holidays.

STACEY, 39, FL

I like to browse andtouch and feel thingsbefore I buy them.Cecilia, 43, CA

When I go shopping,

it's usually with a specificpurpose or goal to

examine an item orcompare prices.

PRIYA, 45, OH

Being on an extremelytight budget means

I have to go where thesales are - the better

the sale, the more likelyI will visit their store.

CHRISTINA, 40

There are few feelings

as great as walking intoa store during the

holiday season andbeing able to appreciate

the visual stimulation

from the holiday decor.

SUE, 65, CA

Excellent customer servicemakes any shoppingexperience better.

STEVE, 48

Seeing Productsin Person

Prices &Promotions

In-StoreExperience

CustomerService

Price and quality

of products trump

convenience and

brand loyaltyas

factors that aremost important to

shoppers when

shopping in-store.

SHOPPERS ARE MORE LIKELY TO PURCHASE:

Books andmagazines

Giftcertificates

Toys Electronics

without going in-store

because they

understand the types

of products look, feel

and quality.

SHOPPERS RATHER GO IN-STORE TO PURCHASE:

Housewares Apparel/

Clothing

Cosmetics/Beauty

Products

Jewelry/

Accessories

because they are items that have variations in color,

size and shape.

I would be far moreinclined to purchase books,electronics, and giftcertificates online, sinceyou can read up on the

reviews, item details, andgeneral pricing online.KELSEY, 24

THE TOP THREE RESOURCES SHOPPERS SEEK INSPIRATION FROMFOR THEIR HOLIDAY SHOPPING INCLUDE:

Friends/Family RetailersCatalogues

Print Ads

1 2 3

I cut out items from catalogs and ads and put themin an envelope with my holiday list.

Only1/3ofshoppers will usesocial mediathis holiday

shopping season.

Most said they would

use social media to

Ask family andfriends their opinionsand see what is oneverybody's wish lists.MARY, 57, IL

SHOPPERS ARE STILL SKEPTICAL ABOUT MAKING PURCHASES ONTHEIR MOBILE DEVICES. INSTEAD, THEY USE THEIR DEVICES TO:

I am undecided

about being atrue mobileshopper, but Ima true mobilebrowser.LINDI H, 54, CA

Storedigital

coupons,

deals

Price

CompareRead

reviews

Createshopping

lists

Useshopping

apps

Browse

Source: Based on the responses from 193 U.S. men and women, 18-65 years of age who are primary/shared household shoppers.

They were part of a private online community managed by Communispace, a consumer collaboration agency.

Therei

snoho

liday

shoppi

ngsea

son

1

DURING THEIR SHOPPING EXPERIENCE CUSTOMERS MOST VALUE

OF SHOPPERS WILL LIKELY BUY GIFTS IN-STORE

THIS HOLIDAY SEASON

ConsumersvalueEXPERIENCES

2

82%

PeopleANDprint

inspire!

3

Print isstill a

Player!

Socialisnotforeveryone.

4

TheshifttoMobile

ShoppingHASNT

ARRIVED.

5

www.communispace.com