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Holiday Shopping Trends from Bizrate Insights’ Shopper Surveys

The results from our latest customer surveys cast a spotlight on some eye-catching holiday shopping trends to watch.* Shoppers are value-conscious, more digitally savvy than ever, and increasingly focused on convenience. Let’s explore these findings and see how they can shape your retail strategy during this critical period.

*Based on nine surveys conducted during December and November 2024. Average number of responses per survey was 1,350.

1. Gift Cards Are a Top Holiday Shopping Choice

56% of shoppers surveyed plan to give gift cards, and 58% hope to receive them.

KEY TAKEAWAY

Ensure a strong digital and physical gift card presence, and highlight them in promotions. Position gift cards as thoughtful, not generic, by offering customization options like personalized messages or designs. Present them as practical meaningful gifts.

2. Holiday Deals Often Find Shoppers First

  • 60% took advantage of deals, but only 30% actively sought them out.
  • Top sources for deals this holiday season: retailer websites (24%) and email promotions (28%).
KEY TAKEAWAY

Shoppers respond to the promotions that they see, not the ones that they seek out. Simplify deal discovery with website banners and clear email promotions. Lead with convenience.

3. Mobile Holiday Shopping Continues to Dominate

76% used their mobile device for their online shopping, with mobile being the preferred device during Cyber Week (71%).

KEY TAKEAWAY

Ensure your website and checkout process are ready for mobile holiday shopping. Prioritize a fast, user-friendly experience.

4. Discounts Drive Non-Gift Impulse Purchases

20% of Black Friday and Cyber Monday shoppers bought something because the deal was too good to pass up.

KEY TAKEAWAY

Create limited-time-only deals to encourage impulse buys.

5. Cyber Week Matters, But Early Promotions Matter More

67% said pre-Thanksgiving is the most significant shopping period, followed by Thanksgiving Weekend (62%), Cyber Monday (59%), and Cyber Week (46%).

KEY TAKEAWAY

Don’t wait until Cyber Monday to start your campaigns. Launch holiday promotions earlier to capture the most active shopping windows. Heavily promote Cyber Week but plan to peak earlier. Use post-Cyber Week follow-ups to re-engage shoppers with tailored offers and last-chance deals.

6. Budget-Conscious Shoppers Are Adjusting Holiday Spending

56% expect to spend under $600 this holiday season, with 24% planning to spend less due to economic uncertainty/impact.

KEY TAKEAWAY

Offer tiered pricing and bundled discounts. Highlight value and affordability in messaging that caters to cautious spenders.

7. Online Holiday Shopping Remains the Preferred Experience

  • 79% prefer online shopping over in-store, and 89% shopped online Thanksgiving weekend to avoid crowded stores.
  • Only 15% of shoppers anticipate using in-store pickup this year.
KEY TAKEAWAY

Highlight speed and cost-saving benefits when positioning in-store pickup for the holiday season.

8. Convenience Shapes Where and How Consumers Shop

90% of mobile shopping happens at home, and 67% of consumers shop in-store less over the holidays because online is more convenient.

KEY TAKEAWAY

Emphasize the convenience of shopping online with your business and push mobile-exclusive deals to meet shoppers where they are.

9. Delivery Concerns Push Shoppers to Order Earlier

65% planned to order online earlier this year due to concerns about late deliveries experienced last holiday.

KEY TAKEAWAY

Highlight fast shipping and guaranteed delivery dates in marketing to build trust. Launch promotions well before Thanksgiving to capture early planners.

10. Thanksgiving Weekend Deals Should Be Promoted Early Deals Early

89% shopped online to avoid crowded stores during Thanksgiving weekend.

KEY TAKEAWAY

Emphasize the convenience and safety of online shopping, paired with exclusive online-only deals.

What These Holiday Shopping Trends Mean for Retailers

Prioritize digital excellence

In 2024, a seamless digital experience is your baseline, not just a nice-to-have.

Start early

Plan promotional calendars to appeal to pre-Thanksgiving shoppers.

Embrace gift cards

They’re super popular, so ensure the gift card program is robust and easily accessible.

Focus on communications

Clear value propositions and strategic pricing are essential.

Optimize for convenience

Cater your CX to comfort-seeking homebody consumers.

Turn Holiday Shopper Feedback into Retail Growth

Bizrate Insights’ customer feedback solutions deliver shopper insights to power your ecommerce strategy.

  • Uncover customer preferences and pain points
  • Benchmark your performance against the industry
  • Identify emerging trends ahead of the competition
  • Fine-tune strategies and practices based on verified insights

Discover how Bizrate Insights can transform customer feedback into a driver for growth.

Schedule a free demo today at bizrateinsights.com/demo

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