News • 28.09.2018

Holiday shoppers crave engaging experiences from retailers

42 percent of consumers shop in-store for festive environment

presents ; Copyright: panthermedia.net/Madllen
Source: panthermedia.net/Madllen

Bazaarvoice, Inc. today released its newest research report, “Unwrap Consumer Insights For Your Best Holiday Season,” highlighting consumer shopping trends during the busiest, highest-spend season of the year. With 2017’s holiday sales reaching over $690 billion, brands, retailers and agencies have a ripe opportunity to connect with eager shoppers and win a larger share of wallet by delivering memorable customer experiences this holiday season.

Based on a survey of 2,500+ U.S. consumers, Bazaarvoice’s report explores what inspires and motivates shoppers to buy during the holidays. The report details shopper behavior across the customer journey, including when they prefer to shop, how they find inspiration and what they want from the online and in-store experiences. Upon analyzing the data, Bazaarvoice found that unique experiences emerged as an important factor in holiday shopping:

There’s more to Black Friday than low prices: Not surprisingly, 59 percent of shoppers purchase most or all of their gifts on popular sales days such as Black Friday, Cyber Monday, Thanksgiving or the Saturday before Christmas. But deals and doorbusters are not the only reason: 35 percent shop on these sales days “to get into the holiday spirit,” and 25 percent say shopping on sales days is a family tradition.

Holiday experiences draw shoppers in-store: 42 percent of holiday shoppers said they brave the crowds and shop in-store because they enjoy the festive ambiance, and 32 percent consider special holiday activities, such as visiting Santa or ice skating, important to the in-store shopping experience.

Experiential gifting is on the rise: While the majority of shoppers (90 percent) plan to give physical gifts to their loved ones this year, nearly one in three plans to give meaningful experiences as gifts. Craft-related gift experiences were the most popular (47 percent) followed by foodie-related (45 percent) and travel-related experiences (41 percent).

During the holidays, consumers shop differently than they usually do. This time of year, brands, retailers and agencies should prepare for:

  • Spontaneous shoppers: 42 percent of holiday shoppers do not plan what they are going to buy ahead of time and prefer to browse and buy as they go; 34 percent do not make a gift list in advance.
     
  • Impulsive shopping behavior: 57 percent of shoppers are more likely to shop impulsively during the holidays compared to other times of the year. Furthermore, 51 percent admit they’ve kept a gift intended for someone else for themselves.
     
  • Opportunities to inspire: When searching for gift ideas for others, 54 percent of consumers turn to recommendations from friends and family as inspiration, while 43 percent are inspired by advertising and 27 percent are inspired by social media platforms like Instagram and Pinterest.
     
  • Authentic advertising: Naturally, shoppers look out for deals during this high-spend time of year. 47 percent said that economic ads, like seasonal promotions and sales, had the greatest impact on their purchase decisions. However, 32 percent of respondents shared that authentic ads that featured real customer reviews were the second most influential type.

“Holiday shopping is unique; understanding the preferences, traditions and trends that shape consumer behavior and decision-making is critical to a successful holiday season,” said Sara Spivey, Chief Marketing Officer at Bazaarvoice. “Brands and retailers that produce enticing experiences to inspire and connect with shoppers will stand out above the rest.”

 

Source: Bazaarvoice

related articles:

popular articles:

Thumbnail-Photo: Online inventory management system
06.05.2019   #online trading #e-commerce

Online inventory management system

5 things e-commerce retailers should look for

In order to perform online efficiently as an Internet retailer, one needs to choose the most effective inventory management system. Its main features should include centralised user interface, full automation, automated stock checking and ...

Thumbnail-Photo: Digital Signage Summit Europe - 30 % discount...
07.06.2019   #customer analysis #marketing

Digital Signage Summit Europe - 30 % discount

Many of the world’s foremost digital signage experts, thought leaders and leading technology and service suppliers will come together to present a unique mix of keynotes, conference channels, awards and exhibition showcase.

Now in its 14th year, DSS Europe is the leading European strategy event exploring the business and technology of Digital Signage and DooH - here is a 30% code for our readers – 415839The theme of this year’s conference is ‘Customer ...

Thumbnail-Photo: Internal communication via app at Modehaus Ramelow...
03.06.2019   #personnel management #app

Internal communication via app at Modehaus Ramelow

Mobile chat works as a bulletin board

What's new at Modehaus Ramelow? The fashion retailer’s employees can check PIA - and share information to their heart’s content. PIA is an app for "private information exchange".More and more internal communication ...

Thumbnail-Photo: Changing markets: embracing disruption to harvest opportunity...
18.06.2019   #digitization #event

Changing markets: embracing disruption to harvest opportunity

Reporting from the first annual Retail & Brand Experience World Congress in Barcelona

More than 200 industry insiders highlighted the many challenges facing the retail sector today in interesting talks and lectures.Topics included the customer experience, the use of technologies, digital media, omnichannel strategies, personalization ...

Thumbnail-Photo: E-commerce: AI-powered translations revitalize business...
29.04.2019   #online trading #e-commerce

E-commerce: AI-powered translations revitalize business

Interview with Boris Zielonka, Director Marketing & Sales, Eurotext AG

Retailers who set up an online store can expand their business – especially if they create a multilingual content strategy.As a language and translation service, Eurotext AG supports retailers in this endeavor. From this conversation with ...

Thumbnail-Photo: Goodbye paper receipts: All documents stored in one app...
16.05.2019   #epos systems #cashpoints, cash register, cash desk

Goodbye paper receipts: All documents stored in one app

What happens when the Receipt Provision Ordinance takes effect? We digitize!

They create a lot of work and endless waste: tons of paper receipts from cash registers end up with customers or the waste bin every day. In early 2020, all consumers must be given a purchase receipt in Germany. That’s what the law mandates. ...

Thumbnail-Photo: “Carbon” – The future of payment transactions by InterCard...
18.03.2019   #payment systems #Trade fair special EuroCIS 2019

“Carbon” – The future of payment transactions by InterCard

Customer-oriented processes beyond standard market solutions

Thumbnail-Photo: Secure networking for 8,800 locations
09.04.2019   #security #software developement

Secure networking for 8,800 locations

LANCOM and ecotel to build one of the largest SD-WANs in Europe

The German network infrastructure supplier LANCOM Systems and the Düsseldorf-based ICT company ecotel have concluded a far-reaching cooperation agreement to build one of the largest WAN projects featuring software-defined networking (SDN) in ...

Thumbnail-Photo: Social commerce 2.0: artificial intelligence detects purchase intention...
18.04.2019   #e-commerce #sustainability

Social commerce 2.0: artificial intelligence detects purchase intention

Choosy analyzes fashion trends on Instagram – and redesigns them

The fashion world moves at lightning speed – and more than ever thanks to the rise of social media. In the past, key trends emerged off the runways twice a year during fashion weeks. Now Instagram et al. set the tone daily thanks to feeds of ...

Thumbnail-Photo: New innovative hybrid POS solution for small businesses...
20.05.2019   #pos systems #cashpoints, cash register, cash desk

New innovative hybrid POS solution for small businesses

Posiflex presents a new innovative Hybrid POS solution for small businesses

The Retail market is always evolving, and so is Posiflex. Posiflex continually stays attached to the market and identifies ahead what the market really needs. Posiflex is honored to present its latest innovative Hybrid POS solution, WT-3007A, to the ...

Supplier

ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
LANCOM Systems GmbH
LANCOM Systems GmbH
Adenauerstraße 20 / B2
52146 Würselen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven