More than 87% of US consumers are likely to make online purchases in the holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2020, 11:33 AM UTC

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]

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