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:
- Price increases — 72%
- Inventory shortages — 55%
- Long lines and wait times — 43%
- Empty shelves — 39%
- Staffing shortages — 375
- Having less money — 36%
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.
And 74% are saving for their holiday purchases, not necessarily by putting money in a bank. Rather they are:
- Looking for deals as much as possible — 48%
- Shopping earlier — 31%
- Eating out less
— 29%
- Driving less to save on fuel costs — 26%
Email is not the first channel that comes to mind for discount-hungry
shoppers. Here are the places they look for deals:
- Regular website — 64%
- Retailer apps — 53%
- Loyalty programs — 40%
- Emails — 38%
- Coupon websites — 32%
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:
- Coupons — 52%
- Deals and offers — 41%
- Saving money —
39%
- Tracking delivery of purchases — 29%
- Wanting to learn more about loyalty programs — 25%
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:
- Fast and easy — 55%
- Looking for discounts — 38%
- Can’t find items in
store — 38%
- Shopping for better prices — 36%
- Checking for in-store or online inventory —
27%
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.