Black Friday and Cyber Monday are Not Critical for Majority of U.S. Holiday Shoppers
2024年7月11日 - 9:49PM
Basis Technologies (https://basis.com), a global provider of
programmatic advertising and media automation solutions, today
announced survey results showing that 54% of holiday shoppers don’t
view Black Friday and Cyber Monday as essential for their needs.
Additionally, among this audience, 65% say they will shop early to
avoid shipping delays and 62% want to get their shopping done as
fast as possible. Yet, 82% of respondents say time with people they
love is the best gift – a 2% increase from last year’s responses.
Basis Technologies’ biannual holiday shopping study was conducted
with audience research firm GWI and completed in May using
responses from more than 2000 U.S. consumers ages 16-99. The
report, ‘2024 Holiday Shopping Trends,’ is available at:
https://basis.com/reports/2024-holiday-shopping-trends-report.
The findings forecast trends in the holiday purchasing cycle
this year. Below are additional highlights.
Holiday influencers:
- TV ads (traditional and CTV) influences millennials or Gen X
holiday gift buying only 10-12% more than the average U.S.
consumer. Baby Boomers are much less influenced by ads in any
channel than the average consumer.
- For gift buying, millennials and Gen Z tend to be more
influenced by social media or general online media ads (ranges from
36% to 68% more) than the average consumer.
- When considering their top personal influences, the top choices
for holiday gift shoppers are the gift recipient (52%),
recommendations from friends/family (47%) and customer reviews
(35%); only 28% of recipients say that brand familiarity influences
them.
- 53% will shop where there is free shipping; 51% are heavily
influenced by sales and promotions.
- 53% of holiday gift shoppers prefer retailers that help them
find unique gifts.
Spending and values:
- Among respondents that say they will increase holiday shopping
spend, inflation driving up gift prices was the choice cited most
often (64%); no other choice was selected by more than 23% from the
same respondents.
- Among respondents that say they will decrease holiday shopping
spend, the top reasons for (each selected by 40% or more) are
economic worries, uncertainty about the future, and having more
expenses that are prioritized over gifts.
- Among respondents, 57% say holidays are an important part of
their identity; 51% believe their holiday traditions connect them
to their cultural background.
- 61% prefer to shop local or at small businesses; 56% are more
likely to buy from retailers or brands that show they care for
employees; and 37% like to buy from minority/women owned stores and
brands.
Finding shoppers:
- Only 18% of holiday shoppers say their will shop ‘mostly’ or
‘entirely’ in-person; 43% say they will do it ‘mostly’ or
‘entirely’ online; 39% say they will do it equally in-person and
online.
- Among respondents, 72% will buy gifts on a laptop or computer,
40% through apps, and 20% through social media.
- 42% of the Gen Z audience said they are likely to purchase
holiday gifts through social media. A low percentage of respondents
(26% or less) from other generations said they were likely to
conduct this action.
- Among respondents that say they would buy gifts on social
media, Instagram (57%) and Facebook (56%) were cited the most as
the channel of choice.
Basis Technologies and GWI’s survey explores various aspects of
holiday shopping such as buying priorities, audience interests,
influential channels and more. The biannual report provides
insights for marketers in tailoring their advertising, sales and
messaging efforts for the upcoming shopping cycle. Holiday
shopping trends data from 2023 is available here.
“The holiday shopping cycle is poised to start earlier than
what’s been normal for marketers, but the important factor is that
there will be numerous opportunities to reach customers on
different channels—many of them digital—and during different
promotion periods,” said Kristin Shamberg, SVP of research and
insights, Basis Technologies. “Economic conditions, speed and
convenience, and consumer values may have the most influence on
holiday buying. Marketers will be tasked to blend and balance these
factors together into cohesive campaigns that engage their
customers.”
Basis Technologies is an omnichannel advertising provider for
holiday marketers to reach customers on any site or app on any
digital device.
About Basis TechnologiesBasis Technologies is a
global provider of programmatic advertising and media automation
software and services for enterprises. The Basis platform improves
omnichannel marketing performance by unifying programmatic and
direct media buying, workflow automation, cross-channel campaign
planning, universal reporting and business intelligence. It
delivers a comprehensive selection of buying methods across all
channels and devices, utilizing all major creative types and
formats. Delivered through a world-class media services team or a
SaaS model, Basis solves digital media complexity and drives
profitability through a single system of record, seamless team
collaboration, and actionable data-driven insights. Headquartered
in Chicago with offices servicing North America, South America, and
Europe, Basis Technologies has received numerous accolades for its
commitment to employees and workplace culture. Learn more at
https://basis.com.
Contact:Anthony Loredo917-573-4157anthony.loredo@basis.com
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/47c348fe-22fc-444e-9302-18b90cee8664