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How to be prepared for this year’s holiday customers

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 Google and Boston Consulting Group conducted a series of surveys to understand changes in consumer purchasing behavior ahead of the holiday shopping season. Suchi Sastri, managing director and partner at Boston Consulting Group, discusses what the findings mean for retailers.

I work closely with retailers around the world on their large-scale digital transformations as a partner at Boston Consulting Group. As the holiday season approaches and the pandemic continues to evolve, many of my clients want to know what to expect.

Will e-commerce continue to grow at the same rate as last year?

What role does in-store shopping play in holiday shopping?

 While it’s still early, fewer U.S. holiday shoppers say COVID-19 will impact how they shop for the holidays this year — just 35% compared with 53% in 2020.

To help retailers better understand these changes, we gcash database launched a series of surveys in partnership with Google and Dynata to more than 12,000 U.S. consumers across all retail categories. Here’s what we found.

This season’s buyer will be more omnichannel than ever

 During the pandemic, we saw a dramatic shift toward e-commerce. Looking closer, we saw that while the shift online was quick, e-commerce has plateaued consulte las 15 tendencias de marketing b2b para 2024 as people seek more in-person experiences. In fact, only 14% of U.S. shoppers say they won’t be shopping in-store this holiday.
 But as in-store shopping resurges, the role of digital in shopping has been cemented, with over 70% of surveyed participants reporting that their shopping journey involved online touchpoints. Digital will be a critical part of their journey, whether online or in-store.

How you can meet the moment with your marketing this holiday season

 So what does this mean for your business and how whatsapp filter should you adapt your holiday marketing strategy? Taking a closer look at the statistics at the category level, here are some tips BCG recommends retailers, whether they have stores or not, consider this holiday season.
Highlight purchasing options by category.
 For consumers, the role of the store will vary depending on the needs and product category offered. We found four main motivations that draw consumers to the store: convenience, immediacy, in-person experience, and product trial. We also found that product categories tended to align with these motivation pairs.
  • Convenience or immediacy motivates about 40% of people shopping at the grocery store, beauty and toiletries, pet care, health care, small appliances, home improvement and auto parts. We see this at Google, where searches for “now near me” have grown globally by more than 100% year over year.
  • Product experience or trial motivates consumers to purchase in-store jewelry, handbags and accessories, apparel and footwear, home furnishings, mattresses, and major appliances. For example, searches for “furniture store near me” have grown globally by more than 100% year-over-year.

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