It may seem like retail’s in retreat, but new research from Verizon Oath — “What to Know About Holiday Shoppers on the Go” — shows that, at least for the season, consumers are blending online and offline holiday shopping for maximum benefits.
Shoppers Plan Holiday Shopping Online and In-store
Just how much has online shopping infiltrated the high shopping days that span late November and December? Most shoppers, in a clear majority of 62%, plan to do holiday shopping both online and in-store. Of the 32% who are choosing one or the other, about a third more (19%) are going all-online than all off-line (13%).
This is how shopping has developed. People still go to stores, but if they can get the deal at home, they do so. In fact, unless you have a compelling reason to drive shoppers into the store, consider using your best deals online and offline to win the sale at every touchpoint.
More Millennials Plan to Shop Online-Only
When we look at those online-only shoppers through the generational lens, it's perhaps not surprising that Millennials are more likely to shop online-only than either Gen X or Baby Boomers. In fact, nearly a quarter of Millennials report they're only going to shop online.
However, 59% of Millennials still plan to shop both offline and online, and 13% still plan to shop in-store only.
No Place Like Phones for the Holidays
Perhaps nowhere is the generational difference more pronounced than when we look at mobile shoppers: 40% of Millennials plan to make a purchase directly from a mobile device, compared to 25% of Gen Xers and 11% of Baby Boomers.
This finding may actually be more revealing than the overall shopping data. Mobile has been a notoriously stubborn channel to get buyers to convert on. But nearly half of Millennials plan to buy directly through their phones over the holiday shopping season (perhaps while they're at another retail establishment).
So the shopping mix is truly omnichannel, and it's important your marketing mix is, too. The battle for holiday dollars will be fought in-store, online and on phones, and if you're not competing on all of them, you're leaving money on the table.