Seventy-eight percent of shoppers are likely to visit a store as a result of a text promotion, and 62 percent will make a purchase based on a text notification or offer received while in-store.
According to an annual holiday research study from MarketLive, 56 percent of respondents are looking to social media sites for gift ideas and 55 percent are comfortable sharing their preferences with retailers in exchange for product recommendations.
"Consumers are adopting new technologies that seemed futuristic just a year ago," said Ken Burke, founder and CEO of MarketLive. "Text alerts are now an accepted way to receive coupons and promotions, and personalized product suggestions based on prior purchases or online viewing patterns are now expected.
"Also, no retailers should question the value of their social network in the millennial realm. A staggering 47 percent with Pinterest accounts said they had purchased something online after pinning it. Millennials should become an advocate of your brand—that is paramount."
In general, the International Council of Shopping Centers predicts holiday sales will rise 3.3 percent in November and December.
Smartphones will be significant in this year's holiday shopping experience. Almost 90 percent of respondents said they wanted the ability to buy online and then pick up in-store this year. Another 69 percent will ask an associate to use a mobile device to locate a product and have it shipped to their home.
Social networks will serve as a place of discovery as 75 percent of respondents find product reviews to be the most influential type of content. In addition, 53 percent share product recommendations via friends on social media, and 51 percent discover new products in these social channels.
Shoppers will also look for in-store technology this holiday season. Seventy-six percent of consumers want technology's help in finding a product in a physical store. An additional 77 percent want the ability to purchase items in-store for same-day delivery.
Finally, the Web store experience is just as important as the physical store experience. Forty-eight percent of shoppers take into account the quality of the website experience when choosing a retailer, the same percentage that consider the quality of a physical store before shopping there. Mobile is also becoming significant—28 percent of shoppers consider the quality of the mobile website experience when selecting a retailer.
According to data last month from Deloitte, 83 percent of consumers will start purchasing what's on their holiday lists before Cyber Monday.
-See this MarketLive press release
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