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1、Holiday Shopping:Understanding Consumers on Their Final SprintThese next few weeks are crucial for marketers as consumers work their way through their last-minute holiday shopping lists.While the holiday shopping season started earlier this year,many consumers are being careful with how and where th
2、ey spend their money as they hold out for last-minute bargains and deals.Our team at InMobi surveyed holiday consumers on exactly how they plan to shop in the final half of the shopping season to help you capture the attention and dollars of these last-minute shoppers.The Tortoiseand the HareShopper
3、s have different philosophies when it comes to snagging gifts for the holidays.Some prefer knocking out their shopping lists early while others tend to shop later,waiting for sales or budgets to loosen up.And the numbers add up.Our team found that 62%of consumers havent started their holiday shoppin
4、g.58%of consumers plan to wait for sales before purchasing.For 42%,Black Friday was the top-chosen major sales event consumers wait for followed by Brand Event Sales(Prime Days,Deal Days,etc.)at 33%Consumer Spotlight:Not everyone plans to take advantage of major sales events.Men and those 55+are sig
5、nificantly more likely to forgo big savings opportunities.Waiting for the Right PriceA few months ago,we shared the growing trend of holiday shopping beginning in the summertime.So why do consumers shop early?The Early Bird Gets the WormLets look into the numbers:44%said its easier to budget34%said
6、better inventory34%said cheaper pricesConsumer Spotlight:Consumers 55+are more influenced by better inventory compared to younger folks.The Return to In-store ShoppingWith 70%planning to purchase items in-store,here are some things you need to know about todays holiday consumer on their last sprint.
7、Consumer Spotlight:Gen Z and Millennials are most likely to purchase from a mobile app or mobile website.Whats in the Bag?People are back outside and want to look the part.Its no wonder that apparel leads the pack at 45%for top-selected gift categories this holiday season.Consumer Spotlight:Shoppers
8、 55 and up are 11%more likely to shop for Home Goods and Dcor.The numbers:Apparel:45%Home Electronics:41%Toys:39%Weathering the StormInflation,supply-chain issues,item shortages,and a potential railroad strike are some of the less-than encouraging economic factors impacting shoppers today.When asked
9、 what economic factors would encourage consumers to shop for holiday gifts:“Limited or out of stock products”was the top selected 39%“Inflation”at 35%“Shipping Delays”at 33%Buy Now andPay Later?As we said,budgets are tight this year,making Buy Now Pay Later(BNPL)programs like Affirm and Klarna very
10、attractive to consumers looking to soften the blow to their wallets.21%of consumers stated they are likely to utilize BNPL options while shopping for holiday gifts,and 18-to 54-year-olds are significantly more likely to utilize this option compared to 55+Loyalty is Still ImportantLoyalty programs re
11、main a huge draw for todays shoppers.40%of consumers are likely to use a retailers loyalty program when purchasing holiday gifts with women(45%)preferring these programs more than men(34%)Wondering what shoppers look for in a loyalty program?Discounts and promotions are the clear winner at 44%.But w
12、hat are some other reasons behind choosing a loyalty program?Lets breakdown the numbers:Product Selection:27%In-Store experience:26%Brand Reputation:24%Less is MoreWhen you are out of options,a gift card can save the day.Some people are notoriously hard to shop for.Some shoppers may not be able to c
13、ommit to several evenings and weekends of in-store searches or internet scrolling.Gift cards are a wonderful way to release some of the stress of searching for the perfect gift while ensuring that the recipient will still have something of value.So whos buying:49%of consumers are likely to purchase
14、a gift card as a present for the holidaysWomen are 7%more likely to purchase than menConsumers 55+are 10%more likely to purchase than those 35-54 and 18%more likely than those 18-34In ConclusionHopefully,these findings will put you in a good position to understand todays shopper and make this a successful holiday season for your business.Need more insights?Reach out to us at for more information and to learn how you can set up a campaign with us and win big in the New Year.