PROMOS & LAST-MINUTE SHOPPING
Shoppers Looking to Prices Over Other Perks, Will Favor Sites With Reliable Fulfillment at Last Minute
As brands weigh which promotions or perks might win over holiday shoppers this year, for most consumers it will ultimately come down to price. Asked which of six factors was most influential to their holiday purchase decisions, 63% of respondents chose price. That was followed by another 20% who chose sales or discounts.
Which of the following factors has the most and least influence on your holiday purchase decisions?
Just 6% of respondents chose free shipping as the most influential factor in their holiday purchase decisions, just beating the share of shoppers selecting the ability to buy online and pick up in store (BOPIS). Another 4% selected fast shipping, while just 2% chose ease of returns.
Although 39% ranked BOPIS as the least important of six factors to their holiday purchasing decisions, that is likely to change if things get down to the last minute. In fact, about one in five shoppers say they use BOPIS more when they get down to the last minute for holiday shopping.
How does your shopping behavior change when you get down to the last minute? Select all that apply.
With 41% selecting the option, the most common way consumers change their holiday shopping behavior as they get down to the last minute is to simply make more purchases in store. Purchasing more gift cards was the next most popular option at 34%, but that rate does drop down to 27% among Gen Z.
It may be easier said than done to develop a reputation for quick and reliable order fulfillment, but many consumers take stock of those brands that can get them gifts quickly at the last minute. While just 18% of shoppers say they pay more for faster shipping if they get down to the last minute, a full 27% narrow their online shopping to websites known for faster order fulfillment.