Qubit recently surveyed consumers across US and the UK to identify holiday season shopping behaviours.
As the holiday season approaches, 35.1% of consumers said they will shop online more than they did before COVID-19, as per the report. Further, with depreciating footfalls, one in four shoppers report 90% of their shopping happening online. 36.6% have shopped with more brands online this year than 2019.
Grocery (51.5%), fashion (41.6%), and beauty (34.1%) are the categories projected to benefit from the holiday season the most. SproutSocial’s survey data states that 58% of consumers are more inclined to buy from brands that share similar values to them on social media.
However, 36% of consumers will unfollow brands that share irrelevant and insensitive content. With global ad attempts being less than 28%, brands can optimise advertising for the holiday season, reports Conviva.
[4 minute read]