Holiday sales off to a slow start? Take comfort. Shoppers are planning to spend more than they did last year; they just haven’t started yet.
Despite slow third-quarter sales growth and declines reported by retailers like Abercrombie, Apple, and Under Armour, a new survey shows that 96% of consumers plan to buy more online than they did last year.
The survey from Branding Brand, a developer of apps and sites for over 200 major retailers, also found that 43% of shoppers won’t start looking for gifts until November, with 4% saying they won't purchase their last gift until January. The findings support another recent survey by Deloitte, which suggests online shopping could make holiday history this year.
“The holiday shopping window is quite different than the industry leads on,” said Chris Mason, CEO and co-founder of Branding Brand. “‘Christmas Creep’ begins earlier every year, but November is when shopping truly starts for most people.”
A copy of the complete Branding Brand Holiday Consumer Survey is available for download and answers additional questions about how shoppers plan to browse and buy, including:
- Is Facebook or Pinterest king when it comes to finding gift ideas?
- Where do consumers plan to shop?
- How much will they spend on holiday gifts?
Branding Brand will release a second survey following Cyber Monday. To receive the results as soon as they are available, sign up here.
About Branding Brand Consumer Surveys
Branding Brand releases periodic surveys to understand the behaviors of today’s digital consumer. This survey was conducted online on October 12 with 1,000 respondents, ages 18-44, who plan to shop for holiday gifts. Branding Brand’s previous consumer survey about Samsung Galaxy Note7 has been widely featured by international media outlets.
About Branding Brand
Branding Brand is the retail industry's leading omnichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner "Cool Vendor" of apps, the Company is also the 2016 Forrester Wave Leader in "Mobile Commerce and Engagement Platforms.”