News

New survey reveals consumer holiday shopping habits

November 18, 2013

A new survey published by Alliance Data Retail Services shows that consumers are being more cautious with their shopping this holiday season, taking longer to make decisions before making the purchase.

Data gleaned from the "Holiday Habits Survey," which surveyed Alliance Data's proprietary database of credit card holders, include:

Shopping styles

According to the survey, shoppers have a defined style, which is most often focused on taking it slow and steady.

• 28 percent say they AMBLE AND ACCUMULATE: I take shopping slow but I always finish with everything I need
• 23 percent say they HOARD AND HIDE: I buy throughout the year and hide gifts until the holiday
• 12 percent each say they TALLY AND TACKLE: I methodically make lists and buy only the items on my lists, or they SHOWROOM AND SAVE: I browse online so I know what I am going to buy and get the best price when I go to the store
• 10 percent say they PERUSE AND PAMPER: I often make impulse purchases for myself when holiday shopping
• 7 percent say they CALM DOWN AND CLICK: I shop online after the kids go to bed 
• 5 percent say they BOLT AND BUY: I race through the mall/stores and do as much as I can in one shopping trip

Black Friday and Cyber Monday still rule retail

• 54 percent said they plan to shop on Black Friday, and 62 percent plan to purchase on Cyber Monday, with the vast majority (89 percent on Black Friday, 85 percent on Cyber Monday) planning to spend the same or more than last year on those days.

Forgetful Elves

• Speaking of those hoarders – 47 percent of those surveyed said they have purchased a gift and forgotten where they hid it.

Many happy returns

• When asked when it’s acceptable to return a gift, respondents cited the wrong size, already owning the same item, and just not liking it at the top of the list, while only 4 percent said it’s never acceptable to return a gift.
• When returning a gift, 93 percent said they always or sometimes buy something else to replace the returned item.
• While 16 percent are anxious to return gifts that weren’t quite right – heading back to the store within a day or so – the majority of those surveyed (68 percent) take a couple of weeks, and 12 percent really drag their feet, taking 3-8 months to make the return.

"While the holidays are associated with stress and a hurried atmosphere, there is an emotional attachment to finding the perfect gift, and the Alliance Data survey indicates that people plan to shop at a slow and steady pace while still taking advantage of the big deal days like Black Friday and Cyber Monday," said Melody Gintert, senior manager, market intelligence for Alliance Data Retail Services. "More than ever, online shopping will be key in helping most consumers check off their gift list, with shoppers saying they'll do an average of 45 percent of their purchasing online. For retailers, this means maximizing sales opportunities will require engaging the omnichannel shopper through a seamless, complementary cross-channel experience."

An Alliance Data analyst predicts 2013 holiday sales will be up 3.3 percent overall.

Read more about consumer behavior.