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HolidayGiftShoppingCommunityReport
Participantsbrainstorminnovativewaystoimprovetheholidaygiftshoppingprocessbydrawingfromtheirownexperiencesandstressors.AdiversegroupofshopperswerebroughtintoaDigsitecommunitytoreflectontheirholidaygiftshoppingexperiences,proposeimprovementstoholidaygiftshopping,andoptimizeonthebestsolutions.Theobjectivewastofindthekeypainpointsinholidayshopping,determinethekindsofsolutionspeoplearelookingfor,anduncoverimplicationsformanufacturersandretailers.
Objectives & Methodology
25CommunityParticipants
Shopforatleastoneholiday
Mixtureofagesandgenders
5Thecommunityranfor5days,duringwhichparticipantscompletedatotalof4activitiescomprisedof7tasks.
METHODOLOGY:Thisreportprovidessummaryresultsofthe4activities
Activity1:Survey&Reflection
Participantswereaskedtoanswerseriesofsurveyquestionsregardingtheirholidayshoppingexperiencelastyear.Thentheyreflectedonthebestandworstpartoftheirexperienceandwhattheywouldchangeabouttheprocess.
Activity2:IdeaBrainstorm
Participantswereaskedtobrainstormtheiridealholidayshoppingsolutionbydrawingonholidayshoppingpainpointsdiscussedpreviously.Theywereencouragedtosharehowtheirideawouldworkandincludeamockup.
Activity3:Voting
Afterideasweresubmitted,participantswereaskedtovoteoneachholidayshoppingsolution.Participantsgavethe“thumbsup”symboltoideastheylikedand“thumbsdown”toideastheydidn’tlike.
Activity4:IdeaOptimizationThetop3votedideaswereannouncedandawardedprizes.ParticipantsthenusedWhiteboardstodiscussandimproveupontheideas.Theyansweredashortsurveytoexplainwhichideatheypreferred.
Spend700+ongiftshoppinginNovemberandDecember
THEOBJECTIVEToaddresskeypainpointsinholidayshopping,understandthesolutionsconsumersarelookingfor,anduncoverinsightsformanufacturersandretailerstoimprovethecustomershoppingjourney.
Introducing the Participants
ParticipantswererecruitedusingtheDigsite Panel
CommunityparticipantswerefromacrosstheUnitedStatesandages18+.72%ofparticipantswerefemaleand28%weremale.
Participantsshopforatleastoneholidayandspend$700+onholidaygiftshoppinginNovemberandDecember.
AngelaNurse/Teacher,Single,Age29
SampleParticipantProfiles
KimberlyStayathomemom,Married,Age25-34
BethEsthetician,Married,Age37
Nancy
VictorFather,Married,Age25-34
JoséGovernmentEmployee,Married,Age35-44
Businessconsultant,Married,Age40-49
0 5 10 15 20 25
Other
Hanukkah
Kwanzaa
Valentine'sDay
Easter
Christmas
ParticipantHolidayShopping
$700-89952%
$900+48%
HolidayShoppingSpend
$700-899 $900+
Activity 1 – Part 1: Holiday Shopping Experience
Howmanypeopledidyoushopfor?
0
3
13
10
1-3people
4-6people
7-10people
11+people
Whodidyoushopfor?
57
14
21
25 24 23
Pleasedescribeyourprocessforplanning,shoppingandbuying.
“IstartedtheprocessinlateSeptemberandboughpresentsasthesaleswerepresent.AlotofmyshoppingwasdoneonlineandinstoreonBlackFriday.”
Breana
Justin
“MyprocessisthatIusuallymakealistquiteearlyintheseasonwhichhaseverypersonIwillbebuyingfor,ideasforthatperson,andwhatIactuallypurchase.ItendtoshopearlysometimespickingthingsupinsummerifIseeagooddeal.”
“I’manimpulseshopperbutmywifemakesmewaitandlookaroundforthebestbargainsIpreferonlybuyingthingspeoplewantsothatnothingeverendsupunused.Ialwaysliketogetlistsfromeveryone
whenIcan!”
Angela
Activity 1 – Part 1: Holiday Shopping Experience
Whendidyoustartshopping?
5
14
6
0 1 0
Astheprioryear'sholiday
seasonwasover
Afewmonths
beforetheholiday
Afewweeks
beforetheholiday
Oneweekbeforetheholiday
Severaldays
beforetheholiday
Ididn'tstartuntiltheday
beforetheholiday
13
12
23
20
21
22
Otherbrick-and-mortarstore(s)
Otheronlinestore(s)
Amazon.com
Target
Wal-Mart
DepartmentStore(s)
Wheredidyoushop?
Howlongdidyouspendshoppingoverall?
Howdidyoudecidewheretoshop?
Howdidyoudecidewhattobuy?
“IstartrightafterChristmasandshopuntilIamdone!Actuallylast
yearIwasdoneprettyearlyIjusthadtobuyforafewpeopleattheend.”
“ItdependsonhowIfeel.Honestlysometimeswespendmonths
planningandbuying,butotheryearswespendafewweeks.“
ItwasalldependentonwhattypeofitemsIwasshoppingfor.Igenerallysearchedonlinefirstbeforeshopping
atbrickandmortarstores.“”
“Iusuallystartwithalist(oratleastageneralidea)andsearchfordeals(bothonlineandin-store)tostretch
mybudgetandbeabletogeteverythingthatIwaslookingfor.”
“Imakealistwitheveryone'snameandwhattheylike.IfIthenseea
greatdealIwillbuyitjusttobesmartanddecidewhowouldlieit.Iendupcheckingsomeoffthelistlikethat!”
“Idecidedwhattobuybasedontheneeds/wantsofthepeopleonmylist,whichstoreshavethebestpromotionorprices,andafewimpulsebuyshereandthere.”
Michelle
Aaron Cayla
JustinMichelle
Cayla
“Thebestpartisthefeelingoffindingtheperfectgiftforsomeoneorfindingagreatdealonsomethingtheyreallywant.Ilove
deals!“
“Planningisthebestpartofholidayshopping.Ienjoytheprocesswhenits
smooth.”
“Theworstpartsofshoppingtendtobethecrowds,longlines,andinefficienciesoftheworkersatbrickandmortarstores.Ialsodislikethatstoreskeeppushingshoppingsalescloserandclosertotheholidays.”
“Theworstpartofshoppingistherudepeopleandanxietyothersget- makestheseasonhecticandnearlyunsafe!Gettingpushedoutoftheway,beingnastytosalesassociates,trafficandroadrageallmake
shoppingclosetotheholidaysnightmare.”
“IwishIcouldimprovethespeedofholidayshoppinginstore.Idoenjoybrowsingandbeingabletotakethingshomeimmediately,butit’sjustnotworththestressandstruggleofallthecrowdsanlines.Iamtoobusytodealwithmuchofitandit’smuchmorecomfortabletoshop
fromhome”
“IwouldlovetohavelesscongestioninthestoresduringholidayshoppingandIalso
wouldlikeeverythingthatIneedorwanttobeinstockwhenI’mshopping”
Activity 1 – Part 2: Best and Worst Aspects of Holiday Shopping
Kari José
Aaron Angela
Cayla Melissa
Whatarethebestpartsofholidayshopping?
Whataretheworstpartsofholidayshopping?
Whatwouldyouwanttochangeorimproveaboutholidayshopping?
KeyInsights:Shopperslovefindingtheperfectgift,buttheydislikemanyaspectsofthegiftshoppingprocessitself.Theyoftenplanandcreateliststoeasetheprocess.Crowds,linesandgeneralinefficienciesarecommoncomplaints.Shopperswantsolutionsthatmitigatethesefrustrations.
Activity 2: Ideal Holiday Shopping Solutions
KeyInsights:Shopperssuggestedideastomaketheholidayshoppingprocessfaster,moreconvenient,andthatallowedthemtoavoidhasslestheytypicallyexperience.Severalideasattemptedtomakeonlineshoppingmorestreamlinedbyhavingapps/websitesthatprovide“one-stop”onlineshoppingbysearchinganumberofstoresforyou.Someproposedanappthatwouldfindyoudealsorprovidestoremaps.Otherideasattemptedtomaketheprocesseasierbyprovidinggiftsuggestionsortoolstoorganizeyourgiftideas.Severalideasinvolvedonlinepurchasewithstorepickupoptions.
KeyIdeas
Instructions:Thinkbacktothethingsyouandotherswouldliketochangeaboutholidayshopping.Wewouldlikeyoutocreateyouridealsolutionthatwouldmakeholidayshoppingbetter.Itcouldbeashoppingapp,aproduct,awebsite,aservice,etc.
IwouldcreateanapptohelpwithHolidayshopping.Sincemostpeoplehaveelectronicdevices,itwouldbeeasiertouseanappwhileoutratherthanasiteorprogram.IwouldcalltheappXpressGift.Itwouldhaveseveralscreens.Thefirstwouldallowyoutoinputyourbudgetfortheevent.Itholdallowyoutomakealistofallthepeopleyoupurchaseforandbreakdownyourbudgetforeachperson.Thenextscreenallowsyoutofreeformandaddgiftideasfor
each.- Kari
AllInOne!!!Awebsitethathasallthemajorstoresinonespotandyoucanjustdoallyourshoppingfromhomeandononewebsite!Thiswebsitewillhave
everythingpossible...toys,clothes,games,everything!Andyouorderthem...theywrap
them...andshipthemtoyou!Thiseliminatesgoingstoretostoreandtryingtofindthatonegift!Youcanshopathomeinyourundies!Anyonecanusethe
site!- Jennifer
Lately,severalgrocerystoresnearmeallowyoutoorderonlineanddocurbsidepickup.Itisvery
convenientespeciallyhavinganinfant.Sincemostpeoplementionedwaitinginlineandfightingcrowds,thiswouldbegreatifmorestoreshadthisoption(suchasdepartmentstores,momandpopstores
etc.)Thatwayyouwouldn'thavetowaittoreceiveitthroughthemail(especiallyifitisalastminutegift)
Itwouldalsokeepyououtofthecrowds.- Amy
Mysolutionisanappthatincludesmapstoseveralpopularstores.Thisappwouldincludethelayoutandproductsfeaturedinthewholestore(or,ifthatisn'tpossible,atleastthepopular/saleitemsandgeneralareasliketoys/crafts/clothing).YouwoulduseitjustlikeGoogle/Applemapsanditwouldtellyouthefastestroutetowhatyou'relookingfor.Youcouldinputmultipleitemsandcheckthemoffasyouputtheminyourcart.Itwouldcalculateyourstepsandhelpyouavoidmassesofpeopleorstockoutages.
- Cayla
Ithinkitwouldbeamazingtohavetheoptionofdoingyourholidayshoppingonlinemaybeforoncespecificmallandthenhavingaspecifictimewhereyouareabletodriveuptoalocationtopickupallyour
packages.Especiallyforparentswhohavelittlekids.Anothercooloptionwouldbetohaveasupervised
playareamaybeatamallwhereyouareabletocheckyourkidsinbythehourthatisafunanduniqueplacetheylookforwardtogoingtoeveryholidayseason.
- Janet
IfIcouldIwouldcreateawebsiteandappthatwouldallowmetomakea"wishlist"foreveryoneIneedtobuyfor.Itwouldhavetheabilitytoadditemstoeachindividuallistitemsthatcanbefoundbothinstoresandonline.Theitemswouldhavereviewssoyoucanseewhatothersthinkoftheproduct.Iwouldalso
haveadeals/salesfinder.Thiswouldallowmetoseethepriceforeachitemateachstore/websiteandof
therearecouponsavailable.-Amy
Activity 3: Voting
KeyInsights:Topvotedideasincludedonetohelpshoppersfindthebestdeals,onetohelpcustomerslocategiftsandcheckstoreinventories,andonetoorganizeshoppinglistsandpurchases.Allofthetopvotedideasincludedtechnologyandworkedtomakeshoppingmoreefficient.Theideashelpshoppersgetorganizeanddecreasetheirtimespentsearchingforgiftsordeals.
TopThreeIdeas
ParticipantsutilizedDigsite’s votingfeaturetogivefeedbackoneachidea.Theygave“thumbsup”totheideastheydidlikeand“thumbsdown”fortheidea’stheydidn’tlike.
Activity 4 – Part 1: Idea Optimization
KeyInsights:Participantsvaluedthatthedealtrackerallowedthemtoeasilysearchforthebestdeal.Theyparticularlylikedthattheappworkedacrossdifferentsitesandstorestoreducetimesearchingfordeals.Manyparticipantsalsolikedtheideaoftheapphelpingyougetcashbackifthepricedrops.
Idea1:HolidayDealSnagger
Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.
Activity 4 – Part 1: Idea Optimization
KeyInsights:Participantsvaluedthattheappallowedthemtolocateitemsandeasilytellwhatwasinstock.Therewasconcernabouthowtheappwouldbeupdatedwithinventorylevels.Additionally,someparticipantswantedtheapptoincludeassistanceonfindingdealsandbestprices.
Idea2:Foundit!ShoppingGuide
Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.
Activity 4 – Part 1: Idea Optimization
KeyInsights:Manyparticipantsvaluedtheorganizationalhelpthissolutionprovided.Severalparticipantslikedthatittooklistmaking,somethingtheyalreadydo,andmadeitmoreefficientandeffective.However,severalparticipantsalsofeltthisideawasunnecessaryduetootherlistmakingappsoroptions.
Idea3:GiftTracker
Participantsmarkedupthethreetop-votedideasbydraggingplus,minus,andquestionmarksymbolstoindicatewhattheliked,didn’tlike,andwhattheywereconfusedby.
KeyQuotes
“IwouldthinkifyoucouldcombinetheHolidayDealSnagger andtheFoundIt!
ShoppingGuideintothesameapplication,youwouldhavea
tremendouslyvaluabletoolthatwilltotalrefinetheholidayshopping
experience.”
Michelle
Aaron
Between the top three holiday shopping ideas, which do you prefer?
Activity 4 – Part 2: Final Survey & Follow-Up Questions
46%
15%
38%
Idea1- HolidayDealSnagger Idea2- FoundIt!ShoppingGuide Idea3- GiftTracker
“IdoalotofChristmasshoppingat3mainstores- Walmart,Target,and
ToysRUs.(Kohl'sisaclose4th).Ifanyoftheselargeretailersofferedappsliketheonesdiscussed,I'dbemorelikelyto
devotemoreofmyshoppingbudgettothatstore.“
KeyInsights:MostparticipantspreferredtheHolidayDealSnagger buttheotherideaswerepopularaswell.Shopperslikesolutionsthatsavethemtimeandmoney.Participantsthoughttherewaspotentialfortheirfavoriteretailerstocreatesimilarapps,butdidnotwanttolosethefeatureofcomparisonshopping.
Ireallylike[theGiftTracker]asmakingagiftlistiscrucialtomyholidayshoppingbutfindkeepingmynotebookwithmeallthetimetroublesome.Havingeverythingonmyphoneextremelyconvenientandeasiertotrack.
“Ifitwasjustasingleretailer,Idon'tthinkIwouldbeinterested.The
biggestreasonforusinganappwouldbetohelpmelookatallavailableretailersfiranitemandhelpme
determinethebestdeal.”
Cayla
Angela
Beth
Executive Summary
SearchingfordealsisahugepartofholidayshoppingTheprocesstendstoincludemakingalistofgiftrecipientsandthensearchingfordealsonthingstheywouldlike.
KeyFindings
ShopperswouldlovetoseetheseideasimplementedbytheirfavoriteretailersParticipantstendtoshopafewretailers(Amazon,Target)formanyitems,andwouldlovetoseethoseretailersoffersolutionstohelpthemmanagetheirshoppinglistandsearchfordeals.
ThereislotsofroomtoimprovetheholidayshoppingprocessAlthoughshopperslovetheendresultofgivingtheperfectgift,theprocessitselfispainful.Crowds,linesandthegeneralinefficiencyofholidayshoppingareallfrustrations.
ShoppersbelieveappscanmaketheprocessestheyarealreadyusingbetterandeasierShoppersseethevalueinappsolutionsthatreplace/improvetheshoppinglistandanotherthathelpsthemfindthebestdeal.
RecommendedNextSteps
• Relatetoconsumersbyacknowledgingthenegativesofholidayshoppingandoffersolutions.
• Helpthemfinddeals• Helpthemmanagetheirlists.
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