Half of U.S. Shoppers Plan to Buy Earlier (54%), Spend More (48%) This Holiday Season, Reveals Sensormatic Solutions Survey
- Seamless, satisfying experiences and well-planned promotions will be 2024’s top differentiators for retailers
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The data revealed that the unique benefits of in-store visits are among consumers’ biggest motivators for in-person shopping: browsing for gift ideas (34%) and being able to see products in person before buying (26%). The survey also found that good store associates, visible security measures, and short checkout lines will be key for retailers to win over in-store holiday shoppers. The biggest factors influencing when customers start their holiday shopping are finances (52%), the timing of promotions and holidays (47%), concerns over shipping delays (38%) and the timing of holiday travel/family gatherings (37%).
“If you look at the things that shoppers say will impact their choices, the list focuses primarily on creating seamless experiences that deliver on your brands expectations,” said
Other notable findings from the survey include:
- Just over one-quarter (28%) of consumers say the state of their finances will not impact their budgets this holiday season.
- Significant portions of all age brackets plan to spend at least 10% more this holiday season, though shoppers aged 45-60 are the most likely to do so (41%).
- Younger shoppers are more likely to take advantage of sales and discount events for their holiday shopping, with shoppers aged 30-44 (71%), 45-60 (71%) and 18-24 (70%) having recently pursued these deal days, flash sales and one-off sales events to purchase holiday items. Only 40% of shoppers aged 60 or above said the same.
- Forty-two percent of shoppers plan to leverage “buy online, pickup in-store” (BOPIS) options and 35% plan to use “buy online, curbside pickup.” However, 29% say that long wait times for these options have the potential to negatively impact their shopping experience.
- Sixty-nine percent of shoppers say that visible security measures (including those that make shoppers feel safest such as security personnel, surveillance cameras, and Electronic Article Surveillance (EAS) tags) impact their comfort while shopping, and 34% of these respondents will only feel safe if they see these measures in stores.
- Nearly half (47%) of consumers interact with store associates every time they shop in-store.
“With the season’s busiest days fast approaching, it’s time for retailers to take a deep dive into their data to ensure their holiday plans and promotions are up to par,” said
To learn more about what to expect this holiday season, read “Insights from Sensormatic Solutions 2024
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