How Consumers Are Shopping This Holiday Season

Radial’s annual Peak Consumer Survey offers valuable insights for eCommerce brands to help them prepare for a successful holiday surge by understanding the latest consumer shopping behaviors and expectations. Recent data shows shifts in holiday shopping timelines, a divide between in-store and online shopping, and a growing interest in value-added services like gift wrapping and packaging.

Prepare for an Aggressive Peak Window

This year, fewer days between Thanksgiving and Christmas have condensed consumers’ holiday shopping timelines. A whopping 90% of those surveyed noted they will have started their holiday shopping before December 1, with a remarkable 41% of that group ticking off their lists in November. 

Online Versus In-Store

Nearly half of Gen X and Millennials (46%, respectively) indicated they are more likely to shop online for beauty products this holiday season, with Gen Z following closely at 42%. While in-store remains a popular option for experiencing products, consumers are choosing the ease and convenience e-commerce offers.

Gen Z Wants You to Put a Bow on It 

It’s hard enough to find the right gift for someone, not to mention the stress that comes with gift wrapping. More than half (55%) of Gen Z would pay for gift wrapping if it were offered at the right price compared to 52% of Millennials, 35% of Gen X, and 24% of Baby Boomers. 

When it comes to gift packaging – interior presentation – 68% of Gen Z would pay for this service and 40% of that pool would pay up to $5. More than half (53%) of Millennials would pay an additional fee for this service, followed by 32% of Gen X and 21% of Baby Boomers.

Younger, digital-native generations have grown up in a world prioritizing aesthetics and appearance. Brands can cater to these niche demands by offering low-cost upgrades without alienating price-sensitive shoppers.

 

About the Author

Shauna Bowen is SVP of Strategy and Transformation at Radial.
 

Photo: Inspiration GP/ Shutterstock.com