5 Surprising Holiday Shopping Trends
A consumer story
29%of shoppers buy holiday
gifts ALL YEAR ROUND
“I gather ideas for things I think someone might like throughout
the year, then I purchase those gifts at a convenient time and
price point.”KRISTIN, 30, PA
“Going to the store to hear holiday music, to see decorations, browsing and shopping. This really brings the true spirit of the holidays.”STACEY, 39, FL
“I like to browse and touch and feel things before I buy them.” Cecilia, 43, CA
“When I go shopping, it's usually with a specific
purpose or goal to examine an item or compare prices.”
PRIYA, 45, OH
“Being on an extremely tight budget means
I have to go where the sales are - the better
the sale, the more likely I will visit their store.”
CHRISTINA, 40
“There are few feelings as great as walking into
a store during the holiday season and
being able to appreciate the visual stimulation
from the holiday decor.”
SUE, 65, CA
“Excellent customer service makes any shopping experience better.”
STEVE, 48
Seeing Products in Person
Prices & Promotions
In-Store Experience
Customer Service
Price and quality of products trump
convenience and brand loyalty as factors that are
most important to shoppers when
shopping in-store.
SHOPPERS ARE MORE LIKELY TO PURCHASE:
Books and magazines
Gift certificates
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 more inclined to purchase books, electronics, and gift certificates online, since you can read up on the reviews, item details, and general pricing online.” KELSEY, 24
THE TOP THREE RESOURCES SHOPPERS SEEK INSPIRATION FROM FOR THEIR HOLIDAY SHOPPING INCLUDE:
Friends/Family Retailers Catalogues Print Ads
1 2 3
“I cut out items from catalogs and ads and put them in an envelope with my holiday list.”
Only 1/3 of shoppers will use social media this holiday shopping season.
Most said they would use social media to
“Ask family and friends their opinions and see what is on everybody's wish lists.”MARY, 57, IL
SHOPPERS ARE STILL SKEPTICAL ABOUT MAKING PURCHASES ON THEIR MOBILE DEVICES. INSTEAD, THEY USE THEIR DEVICES TO:
“I am undecided about being a true mobile shopper, but I’m a true mobile browser.”LINDI H, 54, CA
Store digital
coupons, deals
Price Compare
Read reviews
Create shopping
lists
Use shopping
appsBrowse
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.
There is no “holiday
shopping” season 1
DURING THEIR SHOPPING EXPERIENCE CUSTOMERS MOST VALUE
OF SHOPPERS WILL LIKELY BUY GIFTS IN-STORE THIS HOLIDAY SEASON
Consumers value EXPERIENCES
282%
People AND print
inspire!
3Print is still a
Player!
Social is not for everyone.
4
The shift to Mobile
Shopping HASN’T
ARRIVED.
5
www.communispace.com