According to new research from Euclid that shows this holiday season 72% of shoppers are most excited by Cyber Monday, but retailers have the chance to draw them into physical locations by capitalizing on convenience factors unique to stores, says the report.
Euclid’s Evolution of Retail, 2017 Holiday Physical and Digital Retail Trends report, which highlights shopper trends and holiday season behavior in retail stores, is based on a commissioned survey of more than 1,500 U.S. consumers. According to the report, Cyber Monday leads the pack in consumer excitement (72%) followed by Black Friday and the day after Christmas (62% and 55%, respectively).
The findings make it clear that e-commerce continues to build momentum, but also that stores maintain a key role in the buying journey. 75% of consumers ages 18 to 34 visit a store on a regular basis to see a product and then purchase it online later. Thus, as the lines between physical and digital continue to blur, retailers should become more channel-agnostic, says the report.
The survey report also found that price was the main driver in choosing between retailers this holiday season. However, customers also demand more convenience this time of year, and it isn’t just about having a convenient store location, says the report. 82% of shoppers value getting in and out quickly when shopping in-store over the holidays, for instance.
Key findings from the survey include:
Brent Franson, CEO of Euclid, concludes by saying "… give the people what they want… this holiday season it’s convenience… you don't have to be Amazon to deliver the perfect gift with no hassle… Brick-and-mortar can… but they’ll need to couple new in-store experiences with the convenience factor… “
To download a free copy of Evolution of Retail: 2017 Holiday Physical and Digital Retail Trends report, please visit here.