Radial, Inc. announces the results of a consumer survey that reveals anticipated shopping and delivery preferences for this holiday season. The research uncovers trends that brands and retailers must address to meet shopper expectations and maximize sales during this peak retail window.
"Economic uncertainty, product pricing, and delivery timelines are top of mind for consumers this year, and brands must take note. To maintain a customer-centric approach throughout the full click to delivery experience, it's crucial to prioritize transparency, flexibility, and speed,” says Shauna Bowen, SVP of Click to Delivery, Radial. “By providing clear information about product availability, delivery times, and pricing, brands can empower consumers to make informed decisions. Additionally, offering faster delivery and flexible payment options can help alleviate financial concerns and enhance the overall shopping experience. By focusing on these key elements, businesses can better meet consumer demands, build lasting brand loyalty, and thrive in today's climate."
Key Takeaways:
- With only 27 days between Thanksgiving and Christmas this year – a shorter period than in 2023 – consumers are adjusting their holiday shopping timelines. An overwhelming majority (90%) of surveyed respondents will have started their holiday shopping before December 1. Within that group, a notable 31% intend to begin in October, coinciding with events like Amazon’s Prime Day and other early holiday promotions. Still, November remains the heaviest shopping month with 42% planning to kick off their holiday shopping to align with blockbuster events like Black Friday and Cyber Monday. This shift is likely driven by concerns over inventory availability, pricing, and the shorter holiday period.
- Although the peak season is shorter, consumers are demanding faster delivery times for their holiday purchases. Radial’s research shows this year, 29% of shoppers expect their holiday gifts to be delivered within 2 to 3 days, a 53% YoY increase from 2023. Additionally, 45% of consumers find a 3- to 5-day delivery window reasonable, reflecting a 22% YoY growth from 2023. Only 26% of consumers said that waiting a week or more is acceptable. The stakes are high for brands as 73% of consumers noted they would not purchase again from a retailer that provided a poor shipping or returns experience during the holidays.
- Economic pressures continue to influence holiday shopping behaviors with 38% of consumers reporting a smaller budget for holiday gifts this year, up from 27% in 2023. This heightened concern is a reaction to ongoing economic uncertainties, pushing consumers to seek the best sales.
- Radial’s research also reveals that 18% of shoppers expect to use Buy Now Pay Later (BNPL) or other financing options, with Millennials (27%) being the most likely to do so. This indicates a growing preference for flexible payment methods to manage holiday expenses without reducing gift-giving despite economic stressors.
- Additionally, by offering personalized services as low-cost upgrades, retailers can cater to those who are willing to pay for a more customized shopping experience without alienating price-sensitive shoppers. For example, 55% of Gen Z and 52% of Millennials in Radial’s survey would pay for gift wrapping at the right price, demonstrating an opportunity for brands to alleviate some of the holiday stress around gift presentation.
