The face of retail is continuing to shift into a complex, multi-layered experience, and

retailers that offer comprehensive digital capabilities with flexible fulfillment options

and engaging in-store experiences are poised to grab a competitive share of consumer

dollars. For more information, visit astoundcommerce.com.

How do you use social media during the holiday season?

Facebook

Customer service

Monitor trends

Make purchases

Watch product videos

Make purchases

Look at peer reviews

Hunt for deals, share products

Make purchases

69%

Pinterest Youtube

75% 23% 26% 26%37%59% 59%

While the in-store experience plays a crucial role in holiday sales,

social media has become a key influencer when it comes to

inspiration and product discovery.

Social media ma�ers

The role of the sales associate

Rarely interact with sales associates

55%

Don’t want to interact at all

41%

Would rather interact with technology than associates

55%

Believe positive interactions with sales associates are an

important factor in their likelihood to purchase

69%

Shoppers are mixed in

their sentiments toward

sales associates.

Brick-and-mortar is still the most substantial revenue driver for

retailers, but data shows that consumer behavior while in store

has changed, putting less emphasis on the sales associate and

more on technology.

Technology that assists shoppers in finding the exact location of a product within

the physical store

Notification via mobile phone that an item in your cart is available/in-stock

when you arrive at the store

Touch screens or kiosks that facilitate information

gathering, allow for checkout or arrange

for delivery

In-store texts or push notifications while visiting

the store to receive coupons or be alerted of promotions

that are taking place

Not ImportantDesirableHow desirable would each of the following capabilities be this holiday season?

1 1

81%

19%

75%

25%

74%

26%

73%

27%

In-store upgrades impress shoppers

In the past year, what have retailers done to prompt you to purchase with them instead of Amazon?

22%Exclusive or unique products

23%Easier access to store inventory

29%On par or faster delivery times

46%Special offers or be�er promotions

Be�er prices 65%

Consumers can make choices

beyond Amazon. Retailers must

rise to the occasion as shoppers

indicate that better prices and

promotions along with

competitive logistics matter.

Being nimble throughout the

season can secure greater market

share despite the fact that 43% of

shoppers report they will buy

more than half of their holiday

purchases on Amazon.

31%23%

Same day store delivery

+8%

38%29%

Shop in-store last minute when delivery is unavailable online

+9%

46%36%

Order on a mobile device

+10%

41%29%

Go to stores for ideas

+12%

What will you do “more” of this holiday season? Millennials (25–34)Average

While top influencers such as price and shipping costs have

remained relatively consistent between seasons, consumers

online shopping habits tend to shift during the holidays.

The largest gaps between age groups suggest that millennials

will order on mobile devices, use same day delivery, and shop

last minute more than any other age group. Ironically, they will

also embrace stores so readiness in all channels is optimal.

Excellence across channels is imperative

The Amazon factor

24%19%

Live chat

+5%

40%34%

In-store pickup

+6%

41%34%

Shipping deadline/cutoff dates

+7%

Same day delivery options

35%27%

+8%

Which delivery options will cause you to make a purchase from a particular retailer?

Millennials (25–34)Average

With more than $200

billion in purchasing power,

millennials will be a huge

revenue driver for retailers

this holiday season.

Guaranteed on time delivery 62%

Past experience with a retailer 64%

Product in stock & ready to ship 67%

Free shipping 68%

Right price 79%

Top 5 influences on selecting a retailer:Shopping influences suggest pricing and logistics paramount

The holiday shopping season is the most profitable time of the year for retailers:

As shoppers continue to move across channels to find the best fit for their gift giving

needs and budget, it’s important for retailers to understand what drives customers

to specific retailers, what behavior different consumer demographics exhibit, how

consumers navigate online, and the role social media plays in the purchase process.

Astound Commerce, a global digital commerce agency, surveyed over 1000 consumers

to assess their attitudes and expected behavior this holiday season across digital and

physical channels, and how they expect to use mobile devices and social media during

their holiday shopping journey.

Tis the Season for Holiday Shopping Consumer Wishes = Retailer Opportunities