In the run-up to what will likely, by all accounts, be a very different Christmas in 2020, we were interested to find out more about consumer Christmas shopping behaviour in a COVID world.
From purchase types to gift research over the festive period, we surveyed a UK based audience* to see what they had to say about their shopping habits this festive season.
Say no to digital isolation this Christmas
Are consumers shopping online more in 2020 than before?
Yes, 76.67% of survey respondents said they are shopping online more in 2020 than they were previously.
With over ¾ of respondents agreeing that they are shopping online more than ever before, it is critical that you have space online where customers, old and new can purchase your goods from the comfort of their own home, as well as a robust eCommerce strategy to attract and ultimately, convert users.
Do consumers research gifts for themselves during Christmas?
61.90% of consumers surveyed shared that they research gifts for themselves during Christmas.
With online shopping reaching never before seen levels as people are confined to their own four walls, it is only natural that people begin to research gifts for themselves as well as others during Christmas. An ideal opportunity to create remarketing lists with the idea of converting such users after the Christmas period.
Do consumers feel comfortable shopping in-store over Christmas?
38.10% of users shared that they do not feel comfortable shopping in-store over the Christmas period.
Whilst this may not appear drastic, can you really afford to be losing these customers to other businesses with a stronger online presence & user experience.
Are consumers considering purchasing higher-priced goods online that they would have purchased in-store before COVID?
We recorded 28.10% of respondents agreeing that they are in fact now considering the purchase of higher-ticket items online.
Whereas traditionally people generally purchased these types of items in person at all times, the growth of online reviews and trust in Ecommerce combined with the requirements of lockdowns has encouraged more consumers to purchase such items online.
How much Christmas shopping are consumers doing before December in 2020?
A total of 87.62% of respondents said that they were planning on doing all, most or some of their shopping before December this year.
Following warnings from brands to get Christmas shopping in early this year because of COVID shipping delays it is no surprise that consumers are keen to get their gifts sorted early.
How much Christmas shopping are consumers doing online in 2020?
97.62% of consumers surveyed said that they will be doing all, most or some of their Christmas shopping online in 2020.
Just 2.38% of consumers said they plan to do none of their Christmas shopping online in 2020, once again highlighting the importance of having a comprehensive digital strategy in place for the Christmas ahead of us.
*(This survey is based on responses from 211 consumers in the UK during November 2020)