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Holiday shoppers depend on Amazon

News, 18 December 2015

MOUNTAIN VIEW, CA: Nearly nine in ten (87%) holiday shoppers in the US check Amazon for their gift purchases, a new survey of shopping behaviour over the Thanksgiving period has revealed.

According to digital marketing platform BloomReach, close to three-quarters (71%) also spend more than a quarter of their budgets on the ecommerce platform, with nearly a third (31%) spending more than half of their budgets.

In a sign of just how dominant Amazon has become in the online retail space, the survey of 3,000 US consumers also found 47% comparison-shop on Amazon for half or more of their holiday purchases.

Even if consumers find exactly what they want with acceptable prices and shipping, 28% would still compare the product on Amazon, the study found.

It appears Amazon is beating search engines, such as Google Shopping, because consumers regard its product-searching capabilities to be better. Crucially, this can save consumers time, which matters more to them than price.

In all, 43% of US consumers say the main reason to choose Amazon over other retailers is its capability to intuitively find or predict what they want more quickly. By comparison, only a third (33%) say price is their main reason for choosing Amazon.

"Retailers have been bleeding themselves dry with deals and discounts to get consumers back, but this study and many sales reports indicate that this tactic isn't often working," said Joelle Kaufman, head of marketing and partnerships at BloomReach.

"The price for consumers these days is time, the one thing we cannot make more of. There is also some consumer fatigue and mistrust that retailers aren't offering their best prices anyway," she added. "Consumers will buy more if you focus on omnichannel strategies, and save them time."

The survey also uncovered insights for both search engines and retailers on how to influence consumer shopping.

For example, after searching on a search engine, 40% of US holiday shoppers identify product listing ads as the most influential element to get their first click while 35% are influenced more by a preferred retailer brand name.

Data sourced from PR Newswire, BloomReach; additional content by Warc staff