What will be the biggest holiday shopping trends this year? How will consumers shop during the 2021 holiday season and what will they be looking for? And how will holiday sales compare to the 2020 holiday shopping season or even the 2019 holiday shopping experience?
To find out the answer to these questions and more fully uncover the truth on consumer shopping expectations this year, we turned to InMobi Pulse, InMobi’s mobile market research solution. In September, we polled close to 1,000 Americans to see how they were beginning to think about and plan for the upcoming holiday shopping season.
Here’s what we uncovered.
According to our research, m-commerce is expected to be big this year. Overall, 40% said they would make a holiday gift purchase using a mobile device, while just 33% said they would shop in person. In addition, 50% of Gen Zers (18 to 24 years old) and 55% of those between 35 to 44 years old said they would turn to mobile to shop this year.
Interestingly, 41% overall said they used mobile devices to shop last year. Even with far fewer COVID-related restrictions in place today as compared to a year ago, m-commerce will be just as big (if not bigger!) this year as compared to last year.
Why is m-commerce set to be so popular this year? In large part, it’s because retailers have invested in their mobile-first options, rolling out BOPIS (buy online pick up in store) and other contactless options. Even though consumers can shop online and in store this year, the convenience offered by mobile and online shopping more broadly is picking up steam among consumers.
Of course, retailers are driving some of this growth on their own. Many leading companies, including Walmart, Target and Best Buy, have already announced that their stores will be closed on Thanksgiving Day, meaning that consumers will have to turn to digital channels if they want to start shopping then. Additionally, many retailers plan to make the Black Friday and Cyber Monday shopping days even more focused on online sales than before by offering up more unique online- and mobile-first deals to consumers.
What specifically will Americans be shopping for this year? Top answers include home goods (26%), home electronics (21%), toys (20%), apparel (20%) and beauty products (18%).
For home electronics, consumers say they will be shopping with Amazon (46%), Walmart (35%), Best Buy (27%) and Target (25%). Why? , The primary drivers for shopping with these retailers are price, convenience and better product selection.
As the data shows, while many Americans will be heading online, others will still be heading into stores. And, where they shop and what they’ll be aiming to buy does vary quite a bit. So how can retailers leverage these insights to have a brighter holiday season?
Retail marketing messaging should focus on convenience. As the data clearly shows, consumers value convenience over just about everything else this holiday season. As such, retail marketers need to ensure their messaging shows shoppers how they are making their lives easier. For example, ads can show how easy it is to make purchases through an app or to pick up purchased items curbside.
What do you think will be the main holiday shopping trends this year? Let us know on social media! You can reach out to us on LinkedIn, Twitter, Facebook or Instagram.
Interested in learning more about InMobi and how we work with brands and retailers during this key time of the year? Reach out today to speak with one of InMobi’s experts.
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