ne shopping is gaining ground on physical stores in holiday purchases //

Brick-and-mortar shops should be worried as the holiday shopping season has already begun. According to a recent survey, 81% of consumers prefer in-store shopping. This is only 9% higher than those who prefer online shopping.

Bazaarvoice’s survey found that despite this, shoppers prefer to buy holiday gifts from local small businesses (55%), rather than only online.

Why we care. In marketing, customer preferences are important but they can be contradictory. Should brands prefer local stores to online? Maybe? The trend towards hybrid (physical/digital) buyer journeys is also growing.

The year looks like it will be big for sweaters, or other clothing, as 70% of respondents said they would be giving apparel. Games and toys were second, with 51%. Electronics (47%), Food and Beverages (40%), and then there was a close tie between jewelry (36%), and health and beauty (37%).

MarTech experts to follow: the lists so far

You should know this. You’re behind your competition and consumers if you don’t have a campaign already in place. Around 11% of shoppers said they began their holiday shopping during July, followed by 14% in August, and 19% in this month.

Deals are on social media. Nearly half of shoppers (49%) said they follow brands via social media in order to find out about Black Friday/Cyber Monday deals. A quarter of shoppers said they prefer to shop online during this period.

Electronic word-of mouth. Consumers want to know what other people think about the products they buy. Three quarters of consumers said that reviews influence their buying decisions when using BFCM. Over 59% also say this for social media.

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