No one has had to shop for holiday gifts during a pandemic since the 1918 H1N1 virus. And, obviously, shopping has come a long way since. Technology has substantially impacted and advanced the way consumers make purchases in the last five years, not to mention the last hundred or so.
Because we’re always curious about how consumers are engaging with brands, we sent them a survey asking how they plan to holiday shop this year as conversations around how to safely navigate the world continue. Nearly 1,800 people responded.
Here are the top four insights we learned that can help marketers better understand consumers in this giving season's unusual climate:
1. Spending less or the same amount of money as previous years
In this Quikly survey, the majority of people said they planned on spending less or the same amount of money as they did in previous years.
2. Hunting for incentives and discounts first
When it comes to what consumers want: Think discounts and incentives.
We asked how important promotional discounts will be while making purchasing decisions for the holiday. Fifty-six percent of respondents said extremely important and 28 percent said very. Fourteen percent of people indicated it was somewhat important. While less than 2 percent said it was not so important.
Another piece of data showed discounts ranked first as the most influential factor in purchasing decisions. This was followed by cleanliness and convenience.
3. Looking for the most convenience
While convenience ranked third among what respondents said they’re looking for this holiday season, the importance of easy accessibility remains essential.
When we asked consumers just how important convenience would be in their holiday purchasing decisions, 37 percent said extremely, 35 percent responded very, and nearly 24 percent indicated somewhat important.
Additionally, people anticipated purchasing from fewer or the same amount of stores than they did in previous years. Of course, this is the most convenient option when making online purchases or shopping in store.
4. Willing to try new brands and products
Perhaps targeted ads on social media platforms have been striking chords in the hearts of consumers. Maybe it’s out of desire to add spice in lives that have been dulled by current restrictions. Whatever the reason, consumers are more willing than usual to try new brands.
About 22 percent said their willingness to try new brands was much higher than usual. Another 29 percent indicated their willingness was higher than usual, meaning over 50 percent answered higher or much higher. Forty-one percent reported their willingness was about the same as usual. And 8 percent indicated less or much less.
But keep in mind, 37 percent said they were very likely to purchase from brands they already knew and loved, while 40 percent indicated they were likely.
So as consumers spend less and look for the most convenient options, our data reveals incentives and promotional discounts will garner interest. We know this holiday season comes with unique challenges, and we hope this insight helps.
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