A shorter holiday shopping season may push consumers to shop online

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 28, 2019, 12:36 PM UTC

An Experian study estimates consumers will spend 75% more in 2019 as compared to 2018.

This article shares insights about the holiday shopping season that marketers must be mindful of. As per marketing expert Michael Solomon, the holiday shopping season being comparatively shorter this year could divert more people to shop online. Solomon added that the “pressure” of a shorter shopping season could increase with time increasingly being a factor.

An Experian study cited in the piece revealed that thinking about the season is stressful for 38% of shoppers. Additionally, an Episerver report states that 42% of online shoppers would buy all or most of their gifts on Amazon.

Moreover, an AdColony report points out that 61% of consumers consider mobile devices as essential even when shopping in-store. Then, marketers could target consumers on mobile depending on the context.

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