10 trends in holiday shopping
McCann Truth Central
Christmas remains one of the most crucial retail periods of the year and whether consumers love it or loathe it, if brands use data effectively, they can help shoppers – and boost their sales, writes India Wooldridge of McCann Truth Central.
The power of digital 'data' is something marketers have been talking about for many months but it is only now, as we approach the festive period, that consumers are beginning to fully understand the benefits. As people become savvier about navigating the privacy equation, whereby they give up their information in return for an enhanced experience, this holiday season marks a real opportunity for brands to demonstrate to consumers that they are doing something useful with the data they are collecting.
McCann Truth Central's Truth about Shopping report set out to uncover what people really think about shopping during the holiday season. The study surveyed more than 10,000 people in 11 countries, including the US, UK, China, Brazil, Mexico, Chile, UAE, France, South Africa, Spain and India. The study revealed stark differences across markets and demographics.