It seems like summer has only just turned into fall, so it must be time for… holiday shopping?
The holidays are retailers’ biggest time of the year, so they’re already seeking insights into how holiday shoppers are looking to spend and save this upcoming season. And what they’re finding is that we’re ready to spend – but looking to do so with retailers that offer the best coupons and deals.
“No deal means no buy,” the consumer analytics firm CivicScience declares in its holiday shopping report. “Deals and promotions have always been a key factor for consumers when deciding where to shop, but for this year’s holiday shoppers, promotions are even more top of mind than in previous seasons.” While in the past, CivicScience polls found that shoppers were more concerned about whether the items they wanted were in stock, this year they’re much more concerned over how much they’re spending.
The retail data analytics company 84.51° also surveyed shoppers and found that nearly half are concerned about their holiday shopping budget this year, and plan “to shop at stores that offer the steepest discounts during the holiday season.” When asked what they are most looking for when holiday shopping, the number one answer was “sales/deals/coupons,” cited by 71%.
While about two-thirds will look to a retailer’s website or sales circular to find out about deals, 75% prefer digital coupons they can use online or in store, with 34% preferring personalized paper coupons.
84.51°’s findings are similar to those in a separate survey conducted by the ecommerce software company Coveo. Its survey found that 27% of shoppers learn about deals through print coupons or mailings, while “an impressive 80% of consumers said they discover special offers via purely digital sources.”
When asked their greatest concern about shopping for the holidays, “cost” was the top answer. “Although the holiday season is typically a time of celebration,” Coveo noted, “consumers can find themselves overwhelmed by the demands of shopping and gift-giving, all while juggling budgets and tight schedules.”
All of that said, it seems every year that holiday shoppers say they’re going to cut back, but then spending ends up soaring to record heights. That’s because shoppers don’t necessarily want to buy less – they want to get more for less. “When tempted by special deals,” Coveo found, “shoppers are more than willing to open their wallets.”
59% of shoppers told Coveo that they plan to cut back on spending in other areas in order to increase their holiday spending budget. And they’re willing to spend when the deal is right – 90% said they are open to being persuaded to add items to their online shopping cart.
“Consumers are going into the holiday shopping season ready to be inspired,” Coveo’s general manager of commerce Lisa Grayston said in a statement. Retailers who can offer the type of deals that can inspire, persuade and tempt shoppers “have a major opportunity to capture a greater share of consumer spending during the upcoming shopping peak.”
Some are already looking forward to the holiday shopping season as a fun and enjoyable time. Others are stressed out at the very thought of it. 42% of shoppers told Coveo they enjoy the thrill of finding the perfect gift, while 20% think of holiday shopping as a chore, and 19% are dreading it. This, Coveo concludes, shows just how important it is for retailers “to create a more enjoyable and efficient” shopping experience.
The holidays are meant to be enjoyed, after all. And when it comes to holiday shopping, the greatest enjoyment could come from scoring deals, saving money, and getting all your shopping done in time and under budget.
Image source: Phillip Pessar 
