As we have seen since the 2020 holiday season, this year will continue to look different from previous years. Consumer behaviors are changing and evolving, leaving brands constantly adjusting their strategies to stay relevant, and in front of their customers. What can brands expect this holiday shopping season?
Consumers will start holiday shopping earlier
This year is a continuation of what we have seen the past few years with consumers starting their holiday shopping earlier each year. Higher prices have encouraged consumers to begin their shopping earlier to make the most of discounts and spread their spending over more months.
The return of Brick-and-Mortar
In-person shopping in retail stores has made a strong comeback over the past year as pandemic worries fade and shoppers revert to pre-COVID habits. Inflation is changing the way consumers shop because many are choosing to shop in-person to avoid potentially costly shipping and return fees.
Online research is more important than ever
The full effect inflation will have on holiday spending remains undetermined, but according to eMarketer, 38% of US Consumers have indicated they plan to spend less this holiday season.
Impact of social media influencers on holiday purchases
Influencers will continue to drive purchases this holiday season. Consumers are always actively looking for shopping inspiration, and are turning to social media to find new ideas.
Impact of social commerce on holiday shopping
Social commerce is growing in popularity as a new and convenient way to shop, making it a trend to watch this holiday season.
Brand loyalty is less important as a purchase driver
Due to the rise in inflation, shoppers are becoming less brand loyal and more likely to switch to other brands.
This holiday season, plan your marketing strategy to align with your customer’s behaviors, make shopping easier for them, and ultimately drive brand loyalty.