Consumers Are Moving Online This Year, Welcome Emails: Study

Consumers are forsaking brick-and-mortar stores, with over 95% saying they will do half or more of their holiday shopping online this year, according to a study by Leanplum. 

Of the shoppers surveyed, 75%say it is helpful to receive emails offering deals and promotions.

Almost 70% will check out such a deal, and 74% say they are “excited” by such offers. But 75% are annoyed by generic messages.

Meanwhile, 16% of millennials and Gen Zers plan to do all their shopping online. So do 66% of individuals who earn $50,000 or more per year.Over half in those cohorts expect to shop on Black Friday and Cyber Monday, compared to a third each of baby boomers and Gen Xers.

In addition, 46% have bought a product because it was featured in an email or an app.

Globally, the best communicators are H&M (cited by 19% of consumers)Urban Outfitters (12%, Asos (4%), Zara (4%) and Brandy Melville (2%).











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