Consumer Behavior

Price, free shipping top factors in purchase decision

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September 13, 2023

When it comes to purchasing an item consumers are all about the price and if there is free shipping.

Both factors are tops when it comes to influencing a purchase decision, according to a Gartner Inc. survey.

The data also revealed that only 16% of consumers expect to shop more online than in store this year, compared to 21% last year, according to a press release on the findings.

For the upcoming holiday season, 19% have been shopping year-round, up from 16% in 2022, and only 9% expect to spend more this season.

"This is concerning given that consumer spending during the 2022 holiday season did not meet industry projections," Kassi Socha, director analyst in the Gartner marketing practice, said in the release. "Annual growth was attributed to higher prices on the part of retailers combating inflation, not an increase in consumer discretionary spending."

Free shipping is no longer a differentiator, but a consumer expectation, according to the release. Behind price, holiday shoppers noted free shipping (45%) as one of the top drivers in influencing a purchase decision. These were followed by value (35%), promotions or deals (33%), selection of gifts (24%) and ratings and reviews (17%) as the top reasons influencing a holiday gift purchase.

The survey polled 302 consumers in June.