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Holiday shopping tales, sales, and fails

Thu, Dec. 01, 2016 | By: Alina Lacey-Varona

Gift failure. I am sure many of us have experienced this at least once. It's that feeling of disappointment that directly correlates to the days, weeks, and even months of anticipation for that perfect holiday gift.

For those who have stomached this sinking sensation, it was most likely self-corrected with the mantra: "it's the thought that counts, it's the thought that counts, it's the thought that counts." But after a few seconds of sincere gratitude mixed with feigned adoration, you ask yourself, was there any thought put into this?! Between countless hints, examples shown, and idle browser windows left open on the computer, how did he or she get it so wrong?

The good news is that despite the occasional "gift failure," most of the time those nearest and dearest to us do get it right. Tremor Video surveyed holiday shoppers to understand how online video and mobile devices impact not only their shopping habits but their thought processes too.

Step 1. INSPIRATION.
Sight, sound, and motion influences shoppers using their spare time and smartphones.

  • Almost ½ of Millennials consider video to be very or extremely influential in purchasing a gift, compared to only 1/3 of P35+.
  • Over 50% of Millennials consider videos helpful and informative when making purchase decisions compared to 36% of P35+.
  • Millennials are more likely than the general population to use their smartphone for:
    • Gift inspiration: 58%
    • Product discovery: 41%
    • Product information: 34%
    • Price comparison: 33%

Step 2. RESEARCH.
75% of Americans do their holiday shopping both online and in stores. In-store foot-traffic can drive online sales, and online site traffic can drive in-store purchases.

  • After researching an item extensively:
    • 60% of people end up purchasing a gift on a desktop/laptop
    • 30% end up buying it in-store
  • 80% of Americans prefer to shop in-store or on their desktop/laptop (as opposed to using smartphones) for gifts $100 or more.

Step 3. PURCHASE.
When you buy depends on who you are. How you buy depends on what you buy.

  • 61% of Americans do their holiday shopping in November and early December.
  • Millennials are 21% more likely to shop on Black Friday and 55% more likely to shop online Cyber Monday.
  • The top 3 products that people prefer to buy online are:
    • Books, movies & music
    • Games
    • Home & kitchen goods
  • Top 3 products people prefer to buy in-store:
    • Food and beverages
    • Clothing, shoes & accessories
    • TV sets

Gift givers can now peruse, sample, and shop all with a swipe, tap and a click. Because shoppers spend more time researching gifts before purchase, that “frightful” present was (most likely) not an impulse buy. In fact, more thought may have gone into it than ever before.

Topics: Consumer Insights, Vertical Research

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