US retailers experienced a 51% sales drop in March and 86% in April for apparel and accessories.
With more consumers shifting to online shopping amid COVID-19, an overwhelming majority is expected shop online for holidays. Understanding emerging online trends like Gen X being the dominant consumer group this year can help brands adapt to changing consumer behaviours.
Google’s recent report states, 69% of consumers plan to buy online for holidays, and 50% have tried a new shopping service. Further, smartphones and laptops will continue to be the leading mode for online shopping.
Brands could provide alternative buying methods, as “buy online pick up in-store” increased 259% YoY. Consumers (46%) expect retailers to offer discounts and coupons. Also, 66% of consumers said they would buy more from small local businesses, and 62% are likely to shop early this year.
[7 minute read]
