The holiday season is upon us. To satisfy savvy and demanding holiday shoppers, retailers must streamline both online and in-store experiences or risk losing customers now and in the future. To further understand this year’s holiday shopping trends, Astound Commerce surveyed more than 1,000 frequent online shoppers across multiple generations to learn what customers really want from retailers.

1. The face of retail is continuing to shift into a complex, multi-layered experience, and
retailers that offer comprehensive digital capabilities with flexible fulfillment options
and engaging in-store experiences are poised to grab a competitive share of consumer
dollars. For more information, visit astoundcommerce.com.
How do you use social media during the holiday season?
Facebook
Customer
service
Monitor
trends
Make
purchases
Watch product
videos
Make
purchases
Look at peer
reviews
Hunt for deals,
share products
Make
purchases
69%
Pinterest Youtube
75% 23% 26% 26%37%59% 59%
While the in-store experience plays a crucial role in holiday sales,
social media has become a key influencer when it comes to
inspiration and product discovery.
Social media
matters
The role of the sales associate
Rarely interact with sales
associates
55%
Don’t want to interact at all
41%
Would rather interact with
technology than associates
55%
Believe positive interactions
with sales associates are an
important factor in their
likelihood to purchase
69%
Shoppers are mixed in
their sentiments toward
sales associates.
Brick-and-mortar is still the most substantial revenue driver for
retailers, but data shows that consumer behavior while in store
has changed, putting less emphasis on the sales associate and
more on technology.
Technology that assists
shoppers in finding the exact
location of a product within
the physical store
Notification via mobile
phone that an item in your
cart is available/in-stock
when you arrive at the store
Touch screens or kiosks
that facilitate information
gathering, allow for
checkout or arrange
for delivery
In-store texts or push
notifications while visiting
the store to receive coupons
or be alerted of promotions
that are taking place
Not ImportantDesirable
How desirable would each of the following capabilities be
this holiday season?
1 1
81%
19%
75%
25%
74%
26%
73%
27%
In-store upgrades
impress shoppers
In the past year, what have retailers done to prompt you to
purchase with them instead of Amazon?
22%Exclusive or unique products
23%Easier access to store inventory
29%On par or faster delivery times
46%Special offers or better promotions
Better prices 65%
Consumers can make choices
beyond Amazon. Retailers must
rise to the occasion as shoppers
indicate that better prices and
promotions along with
competitive logistics matter.
Being nimble throughout the
season can secure greater market
share despite the fact that 43% of
shoppers report they will buy
more than half of their holiday
purchases on Amazon.
31%
23%
Same day store delivery
+8%
38%
29%
Shop in-store last minute when delivery
is unavailable online
+9%
46%
36%
Order on a mobile device
+10%
41%
29%
Go to stores for ideas
+12%
What will you do “more” of this holiday season? Millennials (25–34)Average
While top influencers such as price and shipping costs have
remained relatively consistent between seasons, consumers
online shopping habits tend to shift during the holidays.
The largest gaps between age groups suggest that millennials
will order on mobile devices, use same day delivery, and shop
last minute more than any other age group. Ironically, they will
also embrace stores so readiness in all channels is optimal.
Excellence
across channels
is imperative
The Amazon factor
24%
19%
Live chat
+5%
40%
34%
In-store pickup
+6%
41%
34%
Shipping deadline/cutoff dates
+7%
Same day delivery options
35%
27%
+8%
Which delivery options will cause you to make a purchase from
a particular retailer?
Millennials (25–34)Average
With more than $200
billion in purchasing power,
millennials will be a huge
revenue driver for retailers
this holiday season.
Guaranteed on time delivery 62%
Past experience with a retailer 64%
Product in stock & ready to ship 67%
Free shipping 68%
Right price 79%
Top 5 influences on selecting a retailer:
Shopping
influences
suggest pricing
and logistics
paramount
The holiday shopping season is the most profitable time of the year for retailers:
As shoppers continue to move across channels to find the best fit for their gift giving
needs and budget, it’s important for retailers to understand what drives customers
to specific retailers, what behavior different consumer demographics exhibit, how
consumers navigate online, and the role social media plays in the purchase process.
Astound Commerce, a global digital commerce agency, surveyed over 1000 consumers
to assess their attitudes and expected behavior this holiday season across digital and
physical channels, and how they expect to use mobile devices and social media during
their holiday shopping journey.
Tis the Season for Holiday Shopping
Consumer Wishes = Retailer Opportunities