The evolution of technology and changes in consumer behaviour have significantly expanded the possibilities for shopping, giving people the ability to shop almost anywhere and anytime. As brands and retailers are gearing up to solidify their strategies to attract and convert shoppers during the most hectic time of the year, what to expect from consumers?
Consumers often adopt a multichannel approach for a more personalized and flexible shopping experience. They might research products online, read reviews on social media, visit physical stores to see items in person, and then make the final purchase either online or in-store.
These are some key factors influencing preferences during the holiday season:
Convenience: Consumers prioritize convenience during the busy holiday season. Online shopping, mobile apps, and services like same-day delivery offer convenience for those with hectic schedules.
Price and Discounts: Consumers often look for discounts, promotions, and special offers, both in-store and online, to make their holiday purchases more cost-effective.
Product Variety: Consumers appreciate a wide variety of products to choose from, retailers with diverse and unique offerings tend to attract shoppers looking for a broad selection.
Customer Reviews and Recommendations: Social proof plays a significant role in consumer decision-making. Many shoppers rely on customer reviews, recommendations from friends and family, and influencer endorsements when making their holiday purchases.
In-Store Experience: Festive decorations, holiday displays, and the overall ambiance of physical stores contribute to the enjoyment of Christmas shopping.
Sustainability and Ethical Shopping: There is an increasing awareness of sustainability and ethical considerations in consumer choices.
Local and Small Businesses: Shopping locally or choosing handmade, locally sourced products can be a preference for those who value community support.
Gift Cards and Flexible Gifting Options: Gift cards and flexible gifting options, such as e-gifts or subscription services, provide flexibility for both gift givers and recipients, allowing them to choose items that suit their preferences.
Social Media Influence: Social media platforms play a significant role in shaping consumer preferences. Many shoppers discover gift ideas, promotions, and trends through platforms like Instagram, Pinterest, and Facebook.
Furthermore, according to this survey results, it's clear that preferences also vary according to generations and gender.
Why is this important? Understanding these preferences can help brands tailor their offerings and marketing strategies to meet the diverse needs of consumers during the festive season and allows them to leverage the strengths of each channel.