A survey following last week’s presidential election reveals that shoppers’ behaviors will continue to be heavily influenced by social media, but not necessarily by their mobile or tablet devices, according to behavioral marketing company SteelHouse.
Here’s the rundown by the numbers:
- 51 percent of shoppers will NOT use their mobile device or tablet to browse or purchase gifts this holiday season.
- 58 percent will NOT use their mobile or tablet device to comparison shop in-store to find better prices.
- 89 percent WILL search online to find the best prices.
Shoppers Look to Facebook
Survey results indicate that social media sites, particularly Facebook, will play a big role in upping holiday sales this season. Nearly half of all respondents said they purchased a product or service they’ve seen recommended or shared on social media sites.
Specifically, 44 percent of shoppers purchased a product or service they’ve seen recommended or shared on a social media site. Of these consumers, 85 percent said they saw the item they purchased on Facebook, followed by Twitter at 23 perecent and Pinterest at 16 percent.
Influencing Shoppers’ Behaviors
This year, retailers will need to offer a combination of site engagement as well as special offers in order to get shoppers to spend money with them. The biggest influence on shoppers’ behavior prior to purchasing this year will be seeking product reviews and/or recommendations.
- 64 percent of shoppers will read product reviews and recommendations before making a purchase.
- Consumers cited free shipping (37 percent), percentage off (30 percent), and buy one, get one free deals (30 percent) as the top three offers they’re looking for this year.
“This holiday season we’re really focused on optimizing our website,” said Austin Caldwell, Interactive Media Director at Heels.com. “And to make sure we maximize our conversion, as soon as shoppers arrive at our site, they get two great offers – Free 2nd Day Shipping and Returns and a percentage off. These offers reinforce what our shoppers will be seeing in our online ads and on Facebook this holiday season.”
Shoppers’ Attitudes Towards Deals & Discounts
More than 50 percent of those surveyed indicated they plan to look for holiday deals and discounts on social media sites, but the majority of them will be looking for them on their computers, not on their mobile or tablet. In addition, coupon sites like Swagbucks, MyPoints, and Zanga were noted as hotspots for deal searching and collecting rewards.
Flash sale sites like One Kings Lane, Fab.com, and Joss & Main continue to intrigue shoppers and grab holiday dollars. 42 percent of respondents are members of a flash sale site and 58 percent shared that they intend to purchase gifts from flash sale sites if the right products and offers are or presented.
Black Friday and Cyber Monday Shopping
Regarding Black Friday and Cyber Monday, shoppers indicated this year they will be specifically looking for electronics, media and clothing.
- 70 percent will be shopping for electronics (TVs, computers, cameras, etc.)
- 50 percent will be shopping for media – including DVDs video games and books.
- 44 percent will be shopping for clothing and shoes.
The majority of shoppers say they will spend the same amount ($250 – $500) as they did last year online versus in-store this holiday season and will split their overall spending budget evenly between the two channels.