US festive shoppers are starting early

Three quarters of US shoppers expect to start their festive shopping earlier than they normally would, amid concerns about product availability and price rises, research suggests.

Why it matters

The impact of COVID-19 on shopper behaviour and supply chains means this year’s festive season will be unlike previous years. Brands and retailers need to adapt to ensure availability over a longer period and have messaging ready to respond to any change in circumstances. 

Key stats

• The annual Holiday Shopping Intentions Survey from the International Council of Shopping Centers (conducted in late September among a representative sample of 1,005 respondents) notes that, even with an expected 13% increase in e-commerce, a majority (85%) of shoppers plan to spend money in physical stores.
• Top reasons for starting earlier: to ensure products are available (45%); to take advantage of early deals (42%); and to ensure products are delivered on time (42%).
• Nearly half of consumers say the holiday season will encourage them to make more trips to physical stores and 38% plan their shopping around specific promotional events.
• Shopping in-store is driven by the ability to: see, touch and try on merchandise (37%); get the item immediately (34%); and browse for new gift ideas (30%).

• Separately, App Annie estimates shoppers in the US will spend over 900 million hours in shopping apps in Q4 2021 – a 20% increase in time spent year over year.

Sourced from ICSC, App Annie