Sneak Peek! Cyber Five 2016: Consumer Shopping Survey

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1,000 people who bought gifts between Thanksgiving Day and Cyber Monday opened up about their browsing and buying behavior, shopping satisfaction, and next steps to complete their holiday purchases in our latest consumer survey.

Read our Cyber Five 2016 press release.

The 30-page report uncovers what Cyber Five shoppers said about their experiences, including:
  • 27% of holiday shoppers say retail stores helped them find gifting inspiration.
  • 51% of people used a mobile app to buy gifts during the Cyber Five.
  • 86% of people say they were satisfied with their Cyber Five shopping experiences.
  • Only 6% of people have completed their holiday shopping.

Check out the shopping survey excerpt


[EXCERPT] Cyber Five 2016: Consumer Shopping Report from Branding Brand

Download the full report

 
Topics: Trends Survey Holiday

[INFOGRAPHIC] The Most Popular In-App Holiday Purchases

Holiday 2016: Top In-App Purchases

This holiday, shoppers will be tapping—not checking—people off their gifting to-do list.

We know mobile plays a key role in the buyer's journey—it's the first place many people go to quickly research products and reviews. However, shoppers are increasingly going from browsing to buying in retailers' apps. Shoppers prefer apps over websites because they're faster, more convenient, easier to use, and have better deals on products. 

 

The Top 3 Holiday Gifts Purchased In-App

Let's zoom in on the most popular products to purchase in-app:

1. Apparel & Accessories
56% of shoppers say they'll gift apparel or accessories this holiday. 59% say they've purchased apparel and accessories on an iPhone app in the past, which suggests that fashion products will be the most purchased gifts in mobile apps this season.

2. Electronics 
51% say they've purchased electronics on an iPhone app in the past, while 45% plan to gift electronics. This overlap suggests in-app electronics purchases will be popular this year. 

3. Tickets, Books, & Music 
56% of shoppers say they've purchased entertainment tickets on an iPhone app, while 43% plan to gift books, music, and entertainment products this holiday. 

This season, consumers want streamlined experiences in store, in app, and online. In-app purchases don't necessarily happen while lounging on the couch— 74% say they use apps while waiting in line. While in-app purchases are more popular than ever this holiday, the key to winning over consumers is through a strong omnichannel strategy that merges the online and in-store experience. 

Holiday 2016: Consumer Shopping Survey

We discovered what people plan to browse and buying during the 2016 holiday shopping season. Check out what we found in the survey results. 

DOWNLOAD THE REPORT

Cyber Five 2016: Consumer Shopping Survey

People who purchased holiday gifts between Thanksgiving and Cyber Monday revealed what they thought of their online and in-store experiences. Take a look at the survey highlights to find out how shoppers felt about this year's Cyber Five.

DOWNLOAD THE REPORT

 

Topics: Trends Survey Holiday Solutions Apps

A Retailer's Top 5 Guide to the Cyber Five

Cyber Five: The iconic shopping spree between Thanksgiving Day and Cyber Monday.

Last year, online shoppers spent over $7.5 billion on Thanksgiving Day, Black Friday, and Cyber Monday alone. In honor of the legendary 5-day shopping extravaganza, here are the 5 trends you need to know about the Cyber Five:

Online sales will surpass $8.4 billion

Thanksgiving Day purchases made on websites and apps are expected to grow the fastest with a 16% year-over-year increase, and Cyber Monday will generate $3.36 billion in one day, according to Adobe.


ADI: 2016 Holiday Shopping Predictions from Adobe

Mobile devices will drive 1 in 3 sales

Adobe predicts that smartphone and tablet traffic will exceed desktop traffic and make up 34% of online sales. Here's the mobile breakdown of total online visits and revenue for the most prominent days of the Cyber Five:
  • Thanksgiving: 59% visits; 41% revenue
  • Black Friday: 57% visits; 37% revenue
  • Cyber Monday: 49% visits; 32% revenue

Shoppers expect to spend less than half of their budget

Most people don't want to break the bank and are hoping for big deals. 71% of holiday shoppers say they'll spend less than half of their budget between Thanksgiving and Cyber Monday, but they might be tempted to buy something for themselves. 23% of people say at least half of their Cyber Five purchases were spontaneous in 2015.


[EXCERPT] Holiday 2016: Consumer Shopping Survey from Branding Brand

Conversion rates jump up to a 50% increase

It's no surprise that people buy more during this time of year. Between Thanksgiving and Cyber Monday, 5% of holiday shoppers expect to buy all of their gifts, and 37% expect to purchase at least half of their gifts. Retailers experience conversion rate increases of 30% on Black Friday and 50% on Cyber Monday compared to the beginning of November, according to Google.

 

82% will use their phones in the store

This is the year of the supershopper—the ultimate mobile consumer. Retail stores still count when it comes to making a purchase even though 4 out of 5 people will use their smartphones inside the store. Thanksgiving Day store traffic peaks between 6 and 8 p.m., while Black Friday foot traffic is heaviest between 2 and 4 p.m.

Holiday 2016: Consumer Shopping Survey

We discovered what people plan to browse and buying during the 2016 holiday shopping season. Last year, 4 in 5 people were satisfied with their Cyber Five shopping experience, so retailers have a lot to live up to this year. Check out what else we found in the survey results. 

DOWNLOAD THE REPORT

Cyber Five 2016: Consumer Shopping Survey

People who purchased holiday gifts between Thanksgiving and Cyber Monday revealed what they thought of their online and in-store experiences. Take a look at the survey highlights to find out how shoppers felt about this year's Cyber Five.

DOWNLOAD THE REPORT

Topics: Trends Survey Holiday

The Pros and Cons to This Year's Most-Wanted Shopping Feature

Buy online, pick up in store is this holiday season's most wanted shopping feature.

“Buy online, pick up in store” (BOPIS) is about to have its best year yet. About half of holiday shoppers expect to use BOPIS more than they did last year.

Get your free download of “Holiday 2016: Consumer Shopping Trends.”

This trend stems from more and more shoppers expecting fast, free shipping in addition to people being more comfortable with researching and buying online. It’s also a hit among app users—86% say they’re interested in BOPIS via mobile shopping app.

Although it’s popular, “buy online, pick up in store” may not be easy to implement, but you might see a boost in your customer experience and conversion.

The benefits of BOPIS

There’s an opportunity to resolve the issue of abandoned carts on websites and apps with “buy online, pick up in store.” NRF found that most people leave products behind because shipping costs made the total more than expected (56%) or the order value didn’t meet the free shipping requirement (45%).

Letting your customers click and collect their items in the same day guarantees a cheaper alternative to traditional e-commerce and a faster purchase-to-procurement timeline. 88% of millennials say they buy online and pick up their purchases in store to save money.

The downfalls of BOPIS

There’s really only one downside of offering “buy online, pick up in store:” you need to make sure it’s seamless and convenient. Forrester says:

It isn't easy orchestrating all the parts to make it look effortless to the customer — from a single view of inventory to staff training and compensation to eradicating old but very human channel conflict fears—but doing so meets expectations.

BOPIS, ship to store, reserve online, click and collect, or whatever you want to call it isn’t a new phenomenon, but it’s a trend that’s come to be expected from omnichannel retailers (much like fast, free shipping). Smarter retailers are taking it a step further by transforming their stores into mini fulfillment centers, according to NRF.

Holiday 2016: Consumer Shopping Survey

We discovered what people plan to browse and buying during the 2016 holiday shopping season. Check out what we found in the survey results. 

DOWNLOAD THE REPORT

Cyber Five 2016: Consumer Shopping Survey

People who purchased holiday gifts between Thanksgiving and Cyber Monday revealed what they thought of their online and in-store experiences. Take a look at the survey highlights to find out how shoppers felt about this year's Cyber Five.

DOWNLOAD THE REPORT

 

Topics: Omnichannel Trends Survey Holiday Solutions

The Truth about Retail Stores and the Buyer's Journey

In-store shoppers

Although e-commerce has forever changed the retail industry, make no mistake—brick-and-mortar is not dead.

Shoppers aren't abandoning physical locations. In fact, 2 in 3 plan to look for holiday gift ideas in retail stores. Even though they may purchase online, holiday shoppers still want to see, touch, and try products in store. This explains the appeal of buying online and picking up in store (BOPIS). 49% of people say they'll use BOPIS more than last year. 

Consumers' mixed media approach to holiday shopping supports the case for omnichannel. Retailers must provide integrated experiences in store and offline to attract shoppers at all stages of the buyer's journey. 


Holiday 2016: Consumer Shopping Survey

We discovered what people plan to browse and buying during the 2016 holiday shopping season. Check out what we found in the survey results. 

DOWNLOAD THE REPORT

Cyber Five 2016: Consumer Shopping Survey

People who purchased holiday gifts between Thanksgiving and Cyber Monday revealed what they thought of their online and in-store experiences. Take a look at the survey highlights to find out how shoppers felt about this year's Cyber Five.

DOWNLOAD THE REPORT

 

Topics: Trends Survey Holiday