Consumers want discounts this holiday season. But they fear that inflation will get in the way, judging by Holiday Shopping Habits 2022, a study by Bluedot, conducted by SurveyMonkey.
Of the shoppers polled, 91% are bracing for price hikes. And while 88% seek discounts, 63% do not expect deals to be better than those of past years. Inflation also tops their lists of general concerns:
Partially in response to financial pressures 40% of shoppers plan to use buy now, pay later plans this season. That includes 48% of Gen Z and 47% of millennials but only 14% of boomers.
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And 74% are saving for their holiday purchases, not necessarily by putting money in a bank. Rather they are:
Email is not the first channel that comes to mind for discount-hungry shoppers. Here are the places they look for deals:
Despite its low ranking, email will carry a heavy burden for brands during the season. It starts with the fact that 77% are more open to communications from retail stores, whatever form they take. They seek:
Shopping patterns have changed. For instance, 78% like BOPIS (buy online pick up in store), and 39% expect to use it for 50% or more of their holiday shopping. But they are troubled by excessive wait times that come with curbside pickup (44%) and BOPIS (43%).
Mobile apps are also a big part of holiday shopping — 75% use them for this purpose. They find them:
Loyalty programs are also important — 51% of consumers are more likely to join them during the holidays versus other times of the year. And 40% are more likely to open a retailer’s credit card during this time of year.
Meanwhile, 78% of consumers plan to use holiday deals to buy things for themselves.
SurveyMonkey surveyed 1,002 U.S. consumers from August 31—September 1, 2022.