Survey: Most consumers to begin holiday shopping before Black Friday
A majority of consumers aren’t planning on waiting until the holiday season to get started on gift shopping this year.
Eighty-three percent of shoppers will begin planning holiday purchases before Black Friday, while 71% plan to start shopping before the holiday shopping event, according to a new survey from omnichannel marketing platform Attentive.
Nearly half (46%) of shoppers will start buying gifts before November, yet most don't expect brands to launch holiday promotions until November. Eighty-four percent of those surveyed expect Black Friday Cyber Monday deals to begin before Black Friday itself, with most anticipating promotions in early November or the week leading up to Black Friday.
"Brands are used to treating Black Friday as the starting line for holiday marketing. This year, it will be the continuation of months of customer engagement," said Jema Birkmeyer, VP of strategic sales at Attentive. "Consumers are discovering products, comparing options, and deciding which brands they trust long before the holiday rush.”
A large majority (87%) of consumers say the economy will change how they shop Black Friday Cyber Monday. As a result, 42% expect to compare brands and retailers more before buying, while 41% plan to focus on needs over wants, and 39% intend to stock up on everyday items that may be discounted.
[READ MORE: Survey: Consumers expect inflation to impact holiday spending plans]
Consumers are most likely to engage with marketing that is personalized for their interests and shopping behavior, according to Attentive’s survey. Nine-in-10 (90%) consumers respond to price drop alerts on products they're interested in, while 88% respond to discounts on products they've recently viewed or added to their cart, and 73% respond to relevant product recommendations. Roughly two-thirds (65%) of shoppers are open to receiving messages more frequently if relevant.
“The retailers that win this holiday season will be the ones using AI to understand and deliver on individual customer preferences, serve timely, personalized experiences across every channel, and strengthen relationships well before promotions begin,” added Birkmeyer.
