Sustainable products, good online product experience among holiday shopper wants
Price and discounts are the largest factor for online holiday shoppers this season, but sustainability and a smooth technological experience are also playing key roles.
Product experience company Akeneo’s latest survey reveals that 93% of respondents plan to shop both online and in-store for gifts this season, with 73% reporting that they will do at least half of their shopping online. Six-in-10 (59%) consumers ranked price and discounts as the greatest influence on their shopping decisions. In second place was quality for every generation, and in third place was sustainability.
Akeneo found that 40% of respondents said they would purchase less compared to previous years due to current inflation and interest rates. Despite an overwhelming 81% of consumers reporting that they plan to spend less or the same on holiday shopping as last year, Akeneo’s survey found that nearly six-in-10 (59%) millennials are more likely to pay a premium for sustainable products than any other generation, and half (50%) of U.S. consumers overall are willing to pay at least a small premium to ensure products are ethically sourced.
[READ MORE: Survey: Shipping costs, on-time deliveries critical for holiday shoppers]
Technology-driven holiday shopping experiences continue to evolve to drive digital consumer and product experiences. AI and virtual reality shopping experiences are specifically on the rise, with 15% of millennials and 18% of Gen Z say they use AR/VR “try on” options when shopping. Akeneo says this can directly help reduce the number of returns, multiple orders and questions that come with making a purchase online.
Nearly two-thirds (65%) of all shoppers research purchases online prior to making a purchase, which Akeneo noted leads brands and retailers to ensure they are providing simple, complete and accurate product information consistently via every method of shopping.
“Consumers are facing unparalleled amounts of information and choice online,” said Laetitia Korn, VP of marketing at Akeneo. “Ranging from product options to varieties, to retailers – they are increasingly being faced with decision fatigue online. In the world of increased omnichannel shopping and seemingly unlimited choices, consistent product experiences and information is essential to create trusting and loyal shoppers.”
The survey was conducted in September 2024 of 1,000 U.S. consumers 18 years and older.
