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holiday 2016:consumer shopping survey
about the surveyOn October 12, 2016, Branding Brand anonymously surveyed 1,000 18-to-44-year-olds to understand how they plan to browse and buy holiday gifts this year.
To learn more about our methodology, contact press@brandingbrand.com.
what you'll learn
Most shoppers say they'll start looking for and buying gifts in November, and 4% don't plan to finish their holiday shopping until January.
WHEN HOLIDAY SHOPPING BEGINS & ENDS
Compared to last year, 96% say they'll purchase more gifts online. "Buy online, pick up in store" is also gaining popularity.
People say they look for holiday gifting inspiration from a variety of online and offline sources, including retail stores, search, and social media.
HOW PEOPLE WILL PURCHASE HOLIDAY GIFTS
WHERE PEOPLE FIND GIFTING INSPIRATION
People expect to get more for their money between Thanksgiving and Cyber Monday. 71% plan to spend less than half of their holiday budget during the Cyber Five.
BUYING BEHAVIOR: CYBER FIVE
01Holiday 2016: Consumer Shopping SurveyBranding Brand
holiday shopping timeline"Retailers can advertise all they want, but most people won't start browsing and making purchases until November. Even more surprising, four percent won't buy their last gift until January."
— Chris Mason, Branding Brand CEO & Co-founder
02Holiday 2016: Consumer Shopping SurveyBranding Brand
holiday 201643% plan to start browsing and buying holiday gifts in November.
03Holiday 2016: Consumer Shopping SurveyBranding Brand
Jan2016
50%
40%
30%
20%
10%
0%Dec2016
Oct2016
Jul2016
Mar2016
Jun2016
Nov2016
Sep2016
Aug2016
May2016
Feb2016
Apr2016
Browsing Buying
WHEN PEOPLE WILL START BROWSING & BUYING GIFTS
browsing holiday gifts
04Branding Brand Holiday 2016: Consumer Shopping Survey
"Brick and mortar is not dead; it's evolving. The vast majority of holiday shoppers still visit stores for gifting inspiration."
— Chris Mason, Branding Brand CEO & Co-founder
holiday 2016Facebook and Pinterest are the leading social networks for holiday gifting ideas.
SOCIAL NETWORKS WHERE PEOPLE LOOK FOR GIFTING IDEAS
35%Facebook
18%YouTube
7%Twitter
27%Pinterest
15%Instagram
05Holiday 2016: Consumer Shopping SurveyBranding Brand
buying holiday gifts
06Branding Brand Holiday 2016: Consumer Shopping Survey
"Digital marketing presents a major opportunity for brands to tap into new sales. More than ever before, holiday shoppers are purchasing gifts online, and 62 percent say they're open to buying from new retailers."
— Chris Mason, Branding Brand CEO & Co-founder
holiday 201696% will buy more gifts online this year compared to last year.
Holiday 2016: Consumer Shopping SurveyBranding Brand 7
holiday 2016Apparel and accessories are the most popular holiday gifts this year.
MOST POPULAR HOLIDAY GIFTS PEOPLE PLAN TO BUY THIS YEAR
56%Apparel and accessories
45% 43%Electronics Books and
entertainment
53%Toys
Holiday 2016: Consumer Shopping SurveyBranding Brand 8
cyber five holiday shopping
Branding Brand 9Holiday 2016: Consumer Shopping Survey
"Thanksgiving, Black Friday, and Cyber Monday are considered iconic shopping days; however, only five percent of consumers buy all of their holiday gifts during this time. People do not plan to spend much of their budget during the Cyber Five, and when they do purchase, it's often spontaneous."
— Chris Mason, Branding Brand CEO & Co-founder
holiday 201671% expect to spend less than half of their holiday budget between Thanksgiving and Cyber Monday.
Holiday 2016: Consumer Shopping SurveyBranding Brand
3%
26%66%5%
1-50%0% 51-99%
100%
10
TOTAL % OF HOLIDAY BUDGET PEOPLE PLAN TO SPENDbetween Thanksgiving and Cyber Monday
what 's next
011Branding Brand | Holiday 2016: Consumer Shopping Survey
about Branding BrandBranding Brand is the retail industry's leading omnichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor” of apps, the Company is also the 2016 Forrester Wave Leader in “Mobile Commerce and Engagement Platforms.”
Visit blog.brandingbrand.com for more consumer behavior trends.
Holiday 2016: Consumer Shopping SurveyBranding Brand 11
GET THE FULL SURVEY Discover all of the survey results by downloading the entire 21-page report at bblnk.com/holiday-shopping-2016.
DOWNLOAD THE RESULTS
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