Email was the leading channel in driving purchases during the recent holiday season.
It influenced 28% of Gen X shoppers, 27% of boomers and 24% of Millennials, according to Consumer Psychology Unleashed, a study released Thursday by Wunderkind.
Gen Z had a different channel list — 25% of learned toward banner or display ads. But 19% favored email and18% text messages.
As for gender, 27% of men were more influenced by email, as were 22% of women. But 20% engaged with banner ads, compared to 27% of men.
Shopping started last September for 22% of consumers, while 14% commenced in October, seeking early sales.
Another 19% began their shopping in November, while 22% strategically waited until Black Friday
or Cyber Monday, 17% waited until early December, and 6% tried to catch up only days before the holidays arrived.
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Among generations, 78% of Gen Z delayed buying until Black Friday or Cyber Monday to secure deals, versus 48% of Boomers.
Free shipping was the main lure for 75% of Boomers and 55% of Millennials. The shipping benefit was also prioritized by 64% of women and 58% of men.
What can brand learn from these findings?
“Marketers should focus on refining their email and text campaigns with personalized, time-sensitive deals.
In addition, visually engaging banner ads can be effective for targeting younger demographics. “
Another key takeaway is the importance of behavioral data all year round.
“By analyzing this data, brands gain a significant advantage in creating highly personalized marketing triggers, ensuring relevance and resonance,” the study notes. “Email and text marketing remain critical tools for delivering these customized offers, particularly during high-stakes buying seasons.”