holiday shopping trends 2015
TRANSCRIPT
Holiday Shopping Trends 2015
SURVEY OF 500 CROWDTAP MEMBERS; U.S. ADULTS, AVERAGE AGE 36 (50/50 M/F SPLIT)
RESEARCH FIELDED 11.26 – 11.30, 2015
WE ASKED HOLIDAY SHOPPERS:
When will you be doing the bulk of your holiday shopping this year?
I’ve already started! I’ve been shopping since earlier in the fall. 42%
Week of Thanksgiving: Black Friday through Cyber Monday 27%Millennials 30%
First two weeks of December 23%
The very last minute 8%
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Millennials 10%
Millennials 38%
Millennials 22%
Most shoppers shop with phone in hand for real-time price comparisons.
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.*Respondents were instructed to select all that apply.
Researching online for price comparisons 58%Millennials 64%
Taking photos of products 44%Millennials 49%
Sharing deals via social media 38%Millennials 43%
Texting friends to validate purchase decisions 35%Millennials 42%
None of the above — I don’t use a smartphone in the store. 16%Non-Millennials 24%
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.*Respondents were instructed to select all that apply.
Product ratings & reviews (e.g. Amazon reviews) 69%Millennials 71%
Recommendations from friends or family in social media 66%
Blogger or online influencer endorsements 29%Millennials 33%
Magazine article 25%Millennials 29%
Newspaper article 24%
Shoppers buy based on WOM.
Celebrity endorsements on TV 15%Millennials 20%
Millennials 63%
Millennials 23%
Shoppers turn to E-Commerce Sites and Social Media for gift inspiration.
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.*Respondents were instructed to select all that apply.
E-Commerce Sites (e.g. Amazon.com) 26%Social Media Platforms (Facebook, Pinterest) 24%Retailer’s Websites 21%Catalogs 8%Magazine & Newspaper Circulars 8%TV Ads 6%Blogs 5%
Within social media, specifically, shoppers consider Facebook and Pinterest most inspirational.
Pinterest 32%
Instagram 7%
Blogs 6%
YouTube 5%
Twitter 4%
Facebook 46%
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Millennials are more likely to make a charitable donation as a holiday gift this year.
Yes 44%
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Millennials 58%
No 55%Millennials 42%
Millennials value $$$ over convenience when holiday shopping online.
Convenience 35%
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Millennials 29%
Price 65%Millennials 71%
Online shoppers expect to buy most of their holiday gifts on Amazon.com.
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Amazon.com 80%
Retailer’s websites(e.g. Best Buy, J. Crew) 15%
Another E-commerce site 4%
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
WE ASKED:
Roughly what percent of your total holiday shopping do you expect to do online this year?
18
16
14
12
10
8
6
4
2
00% 10% 60%50%40%20% 30% 100%90%80%70%
% of total holiday shopping done online
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Shoppers are less likely to make their holiday purchases via their smartphone or tablet (vs. PC/laptop).
25
20
15
10
5
00% 10% 60%50%40%20% 30% 100%90%80%70%
% of total holiday shopping on smartphone/tablet
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Old is still gold.WE ASKED SHOPPERS:
How will you and your kids be organizing holiday wish-lists this year?
List saved on smartphone/mobile device
Social media (e.g. Pinterest boards)
List saved on PC/Laptop (e.g. Word doc)
Classic pen & paper
40200 8060
% of respondents
YOUR KIDS
YOU
WE ASKED SHOPPERS:
If you had to choose to do only one activity on Thanksgiving Day, which would it be?
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
Spend quality time with loved ones 49%Feast on food, food, and more food! 24%
Shop! I love scoring deals online and/or in-store 17%
Something active, like heading outside to play some football 10%
Given newsworthy statements by REI and Starbucks this holiday season, we asked shoppers: How do
retailers’ values influence your purchase decisions?
Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.
If I don’t agree with their views, it’s game over! 31%
Don’t really matter to me — As long as their products appeal to me, I’ll buy from them.
69%