Be ready for 5 shifts in shopping behavior
A month-long Cyber Monday: 62 percent of US shoppers say they’ll start holiday shopping earlier to avoid crowds. This means retailers will need to rethink the usual timelines for Cyber Monday and Cyber Week to help shoppers already looking for special offers and deals this October.
Digital newcomers driving growth: 69 percent of US shoppers plan to shop online for the holidays more than in previous years, with more people going online to browse and buy for the very first time. Due to this overall trend toward online shopping this year, retailers will need to be ready to offer helpful, frictionless shopping experiences for more first-time online shoppers.
A skew toward online SKUs: 77 percent of US holiday shoppers say they intend to browse for gift ideas online, not in-store. With more purchase decisions being made online, retailers will need to bring the best of their store online and be ready to help customers complete their purchase journey offline—whether they visit in-store, pick up curbside, or choose delivery to their door.
The purpose-driven shopper: 66 percent of US holiday shoppers say they will shop more at local small businesses—retailers are being called to action to help local shoppers identify them and make it as easy as possible to discover their products and make a purchase.
Something new & something known: With a third of US shoppers having purchased from a brand that was new to them during COVID-19, shoppers are ready to discover new brands and retailers as they shop for what they already know. To connect with new or repeat customers, retailers should get their products front and center with shoppers on the lookout for ideas and inspiration.