The holiday shopping season is just around the corner, and while many things have changed in recent times, the importance of understanding consumer behavior has not. A survey of 490 moms from across the U.S. leads to a better understanding of how they intend to shop this holiday season.
Media Post reports that this holiday season, moms are gearing up to tackle their shopping lists with gusto. From finding the perfect gifts for their loved ones to scoring amazing deals, they are ready to make this holiday season one to remember. And with their organizational skills and determination, moms are determined to make this shopping experience enjoyable and stress-free.
One of the ways moms are planning to shop this holiday season is by utilizing online platforms. With the convenience of online shopping, they can browse through a wide range of products, compare prices, and read reviews, all from the comfort of their own homes. This allows them to save time and energy while still finding the best deals and unique gifts for their family and friends.
Additionally, moms are looking forward to supporting local businesses and artisans. They understand the importance of shopping small and want to make a positive impact on their communities. By seeking out local shops and handmade products, they can not only find one-of-a-kind gifts but also contribute to the growth and success of small businesses.
Furthermore, moms are planning to take advantage of early sales and promotions. They know that by starting their shopping early, they can avoid the last-minute rush and stress. By keeping an eye out for deals and discounts, they can stretch their budget and ensure they have everything they need for the holiday season.
Lastly, moms are determined to make the shopping experience enjoyable for themselves. They plan to take breaks, treat themselves to a cup of coffee or a spa day, and remind themselves that self-care is important. By prioritizing their well-being, they can approach the holiday season with a positive mindset and spread joy to those around them.
Top insights from the survey include:
Concerns About the Economy
74% of moms surveyed expressed concerns about the economy, leading 15% to have already started shopping for holiday items.
These early shoppers are picking up items on sale now and holding onto them until December. Moreover, 85% of surveyed moms say they will be searching for deals this holiday season, meaning that it will be especially important for brands to bundle products, offer buy-one-get-one deals, or exclusive styles.
The Timeline for Shopping
31% of moms intend to begin their holiday shopping in August, followed by 35% starting in September. Only 5% of moms will wait until December to begin spending for the holiday season.
Mobile Shopping
- 94% of moms intend to shop from a mobile device this year, making it essential for brands to have user-friendly applications and mobile ecommerce platforms.
- Two-thirds of all holiday shopping is predicted to be done online this season according to the surveyed moms.
The Importance of Reviews
Reviews are a vital component of moms’ decision-making process, with 71% of surveyed moms admitting to reading reviews prior to buying a product. Marketers should encourage happy customers to leave reviews, as it only takes one poor review to harm a brand’s reputation.
Gift Guides
Moms consult gift guides for ideas before shopping, according to 46% of the surveyed moms.
There is an opportunity for brands to work with influencers and be included in their gift guides. Influencers often publish gift guides in September and October, which are promoted on social media and picked up by content aggregators, giving brands extended reach.
Experiences Over Products
40% of surveyed moms intend to purchase experiences over products this holiday season, presenting an opportunity for brands to tweak their messaging. For example, a board game company might change its messaging from “hours of fun for the family” to “create a family game night that brings the whole family together.” The latter messaging captures moms’ desire to have their entire family spend quality time together.
With these insights in mind, brands can rethink their approach to holiday marketing.
Beginning a creative and comprehensive marketing plan early in the season, in August or September instead of November, can set brands up for success in December. By understanding the behavior and concerns of moms, brands can create memorable experiences and forge stronger connections with their customers this holiday season.
The survey says ... this holiday shopping season, moms will take advantage of early sales and promotions and look forward to supporting local businesses and artisans. Click To Tweet
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