• by Ray Schultz , October 25, 2022

Shoppers are in a cautious mood as they approach this holiday season.

Forty-five percent are planning to budget less or spend more cautiously on holiday gifts this year -- and another 36% will hold to last year’s levels, while 20% are unsure, according to How Consumers Are Shopping This Holiday Season, a study by Smartly.io, conducted by Dynata.

Email teams should know that shoppers see the following as important:

• Discounts/coupons are being offered — 65% 
• The brand seems trustworthy and respects my data — 39% 
• The ad is personalized to me and what I’m looking for — 31%
• The ad is eye-catching/fits my aesthetic — 30%
• Relevant or personalized ads — 29%
• I believe in the brand’s values and mission — 23%
• An influencer I like has promoted the product — 20% 

And 62% are open to buying from a social media ad -- a 5% increase over 2021.  The two top platforms are Facebook (52%) and Instagram (37%).

These percentages are the same as last year. 

YouTube has risen from 34% to 39%, and Tik-Tok is up from 18% to 24%.

As for timing, 40% of consumers expect to start shopping early, versus 26% who will not and 34% who will repeat their 2021 pattern. 

Videos have advanced: When asked what type of ad they are most likely to buy from, 33% cited video — up from 29% last year. 

And 62% are open to buying from a social media ad, a 5% increase over 2021. The two top platforms are Facebook (52%) and Instagram (37%). These percentages are the same as last year. 

In addition, 21% get gift ideas from influencers/creators, although the vast majority — 68% — receive suggestions from friends or family.  

““For brands wanting to make an impact on consumers this holiday season, multi-platform strategies that tie in discounts, personalization, and creator content across channels will be crucial,” says Lyle Underkoffler, CMO of Smartly.io.

Dynata surveyed 1,000 U.S. consumers. 

The full study can be found here.