Consumer Behavior

Consumers busy shopping for holiday gifts

Adobe Stock

September 1, 2023

Just about a quarter, 24%, of consumers are busy shopping for the holiday.

That's a top finding from a Bazaarvoice survey polling 1,000 American consumers. The study also revealed 81% will holiday shop in-store, while 72% plan to go online and 22% will be using social media for holiday gift buying, according to a press release.

Additional findings include:

• 49% of consumers follow brands on social media to discover Black Friday deals, 45% are more likely to discover a product via social media than any other channel over Black Friday, and 25% of shoppers prefer to shop via social media over Black Friday/Cyber Monday.
• 73% said they feel more confident in a purchase when they use user-generated content to make a purchase decision over BFCM and 64% trust that shopper content more than brand-provided content like product descriptions and professional product photos.

"It seems like every year the holiday shopping season starts sooner, and this year it's already well underway," Zarina Lam Stanford, Bazaarvoice CMO, said in the release. "As purse strings continue to tighten, consumers are on the lookout for deals. To engage and to inspire shoppers to purchase, brands need to ensure that they are meeting their customers with holiday deals at all of the watering holes at which they can be found: social media, e-commerce, in-store, and more.