Consumer Behavior

Big consumer behavior shifts in holiday shopping this year

Photo by istock.com

October 16, 2020

Consumers will be taking a more considered approach toward Black Friday and the Christmas holiday spend though 20% of U.S. shoppers plan to spend more given a desire to shake off the gloom of the past six months brought on by the coronavirus and shaky economics.

In comparison, less then one in 10 U.K. shoppers, (9%) are budgeting more for this year's holidays, according to a JRNI survey that polled 2,000 U.S. and U.K. consumers.

The survey, according to a press release, also reveals shoppers are seeking safe in-store and online purchasing and browsing experiences. They are embracing new technology and not just for greater convenience. Nearly a fifth of all polled plan to use online personal shopping appointments.

Additional findings include:

• Consumers voiced concerns about encountering long queues and crowded stores that make social distancing problematic. Over a third (34%) of consumers say they feel more confident in a retailer who offers pre-booked appointments. The main reason for this is they are seen to be taking the safety of their staff and customers more seriously than those where 'walk-ins' are the only option.
• Over a quarter (26%) of consumers say that this year they plan to head to retail outlets for ideas and inspiration and to complete their final ad-hoc Christmas purchases. This is especially the case for a significant 43% of U.K. consumers vs 10% of U.S. shoppers.
• Over a third (34%) of consumers intend to visit local retail outlets to complete their Christmas shopping this year.

"2020 has been a challenging year on all fronts for shoppers and retailers alike. What is clear from the findings is the public is still keen to get out there. More and more are using a mixture of traditional online and in-store shopping, to make the best of their budget. The high street is evolving with new technology to help give consumers what they want — not just goods and services, but truly personal experiences. This hybrid experience of online and instore is making shopping safe and engaging for customers," John Federman, JRNI CEO said in the release.