Understanding New Shopping Trends for the 2024 Holiday Season
Insights Into Holiday Shopping Trends and Consumer Behavior
As the holiday season approaches, a noticeable shift in consumer shopping patterns has emerged, making it crucial for brands to adapt their marketing strategies effectively. Recently, DISQO conducted an extensive survey, revealing insightful trends that shine a light on how modern shoppers are interacting with brands and making purchasing decisions.
The Shift Toward Early Shopping
One significant finding from DISQO's report is that holiday shopping is starting earlier than in previous years. In fact, a striking 52% of holiday shoppers are planning to kick off their shopping before November, with nearly one-fifth (18%) intending to start even before October. This early behavior indicates that brands need to be ready with their marketing efforts and inventory much sooner than traditionally expected.
Omnichannel Shopping Experiences
Today's consumers are not relying solely on online shopping or in-person visits; they prefer a blended approach to their shopping experience. The report emphasizes that 45% of shoppers plan to utilize both online and in-store shopping equally. This omnicommerce trend highlights the importance for brands to ensure a seamless experience across all platforms, making it easier for customers to discover and purchase products.
The Rise of Retail Media
Another valuable insight pertains to the impact of retail media and interactive advertisements on shopping decisions. An impressive 87% of surveyed consumers reported that they had encountered a holiday-themed advertisement on a retail platform that influenced their purchase. Additionally, 41% expressed a willingness to engage with interactive ads that offered exclusive holiday discounts. This emphasizes the growing importance of innovative advertising strategies to capture consumer interest.
Social Media's Influential Role
Social media platforms have proven to be powerful tools in holiday shopping. According to the report, 76% of shoppers admitted to purchasing a product after encountering a holiday ad on social media, with Facebook, YouTube, and Instagram leading the charge. Brands looking to connect with consumers should harness the power of social platforms to showcase their offerings effectively.
Value and Convenience Matter
In this competitive advertising landscape, consumers are making purchasing decisions based on value and convenience. A notable 61% found “free shipping” to be the most compelling offer, while 51% were attracted to budget-friendly options. This illustrates that brands need to focus not just on promoting products but also on the overall shopping experience.
Targeting Younger Generations
Furthermore, DISQO's report highlights the shopping habits of younger consumers, particularly Gen Z. A significant 52% of Gen Z shoppers indicated that they plan to shop in stores on Black Friday, presenting a unique opportunity for brands to engage meaningfully with them during crucial shopping events.
Stephen Jepson, President of Media Effectiveness at DISQO, stated, "As the holiday shopping season shifts earlier and spans across more platforms, it's crucial for marketers to adopt a data-driven approach. To stay at the top of consumers’ wish lists, brands and retailers must continuously test campaign timing, messages, and channels, and invest in cross-platform measurement that breaks through siloed walls." This insight serves as a strategic guide for companies aiming to remain relevant in the evolving retail landscape.
About DISQO
DISQO is committed to creating the most trusted experience platform that propels brand growth. It helps businesses make informed decisions by measuring every customer touchpoint and outcome. With a robust identity-based ad measurement system and audience products, DISQO harnesses the power of millions of consumers through the industry’s largest opt-in consumer data platform. The company has received recognition in Deloitte’s Fast 500 and Ad Age’s Best Places to Work and has been honored with ad measurement awards from Digiday and Cynopsis Media. For updates, follow DISQO on LinkedIn.
Frequently Asked Questions
What are the key findings of DISQO's holiday report?
DISQO's report highlights that shopping is starting earlier, with significant usage of both online and in-person shopping, indicating a shift towards omnichannel strategies.
Why is omnichannel shopping important in 2024?
Omnichannel shopping allows consumers to have a seamless experience across different platforms, meeting them where they prefer to shop.
How does social media influence holiday shopping?
A large percentage of consumers report purchasing items after seeing holiday ads on social media, making social platforms crucial for marketing.
What attracts consumers to brands during the holiday season?
Consumers are predominantly drawn to offers with free shipping and budget-friendly deals, making value and convenience key factors.
What opportunities exist for brands regarding Gen Z shoppers?
With many Gen Z shoppers planning to shop in-store on Black Friday, brands have the chance to engage this demographic directly during a peak shopping period.
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