We’ve compiled some data on this year’s projected holiday shopping experience from Google and AdWeek. We understand that not all businesses sell their products and services online; however the outlook looks great for local, small businesses due to the supply chain issues.
Starting Earlier
According to Google, holiday shopping is already in full swing as nearly 40% of online shoppers have already started their holiday shopping. “72% of consumers are more likely to be loyal to a brand if they offer a personalized experience with additional rewards and benefits. By personalizing the message on what they can offer consumers now, retailers will be well positioned as we get deeper into the holiday season.” -Elliott Nix, Head of YouTube Sales
Mobile
Is your website mobile-friendly? Have you tested the functionality of it? “Nearly half of shoppers we surveyed also started holiday shopping before—and often in place of—in-store doorbusters on Black Friday. This continued through the end of the year, especially online, driving a dramatic 47% increase in ecommerce sales during the traditional holiday season. Many of those transactions happened on mobile. For example, Adobe found that over half of digital Christmas revenue in 2020 came from smartphones.” -Adweek Read more
Supply Chain Issues
The pandemic continues to disrupt people’s lives and their shopping behaviors, with 47% of consumers in the U.S. saying they expect COVID-19 to impact how they shop during the holidays. “People are aware of the supply-chain challenges expected this season and are more open than ever to trying new brands to get what they need.” -Sarah Bradley, Christina Brandeberry, Think with Google
More Support for Local Small Business
Good news for small businesses, as Google predicts “60% of U.S. consumers who are planning to shop for the holidays say they will shop more at local small businesses.”
Read more on Think with Google.
3 Early Holiday Shopping Trends for the 2021 Holiday Season
Think with Google
Sarah Bradley, Christina Brandeberry / October 2021
Read more on AdWeek.