Online will be a big influence on in-store holiday purchases in 2015. According to Eyeview's survey of more than 500 U.S. shoppers, 52 percent of respondents will research products online prior to making holiday purchases, and 55 percent plan to make their final purchase in-store rather than through e-commerce.
"The Eyeview holiday shopping survey uncovers valuable findings and shows that retailers have a huge opportunity to influence shopping decisions through strategies like localization and shifting in traditional targeting for digital campaigns during this time of year," said Oren Harnevo, CEO and co-founder at Eyeview. "We learned that many people are shopping at the last minute, providing marketers with the opportunity to advertise lower in the purchase funnel during this holiday season."
Local promotions will play a large role in holiday shopping decisions, as 58 percent of those surveyed are most likely to be convinced to make a holiday purchase with a promotion for a nearby store. However, email advertisements will not make a big impact on consumers, as only 10 percent see this method as likely to convince a purchasing decision.
Although the holiday shopping season seems to start earlier every year, about one-third of those surveyed will not start thinking about holiday shopping until November, giving retailers all of October to hit consumers hard with advertisements.
In addition, only 15 percent of those U.S. shoppers surveyed will stick to holiday shopping plans when it comes to how much they will spend. In fact, one in three respondents don't have a budget outlined.
Deloitte is predicting that holiday sales are expected to rise between 3.5 percent and 4 percent in 2015, a decline from the 5.2 percent increase in 2014. And 83 percent of consumers will start purchasing what's on their holiday lists before Cyber Monday.
-See this Eyeview press release
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