Consumers have decided to shop online more during the early holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 24, 2020, 4:00 AM UTC

Qubit recently surveyed consumers across US and the UK to identify holiday season shopping behaviours.

As the holiday season approaches, 35.1% of consumers said they will shop online more than they did before COVID-19, as per the report. Further, with depreciating footfalls, one in four shoppers report 90% of their shopping happening online. 36.6% have shopped with more brands online this year than 2019.

Grocery (51.5%), fashion (41.6%), and beauty (34.1%) are the categories projected to benefit from the holiday season the most. SproutSocial’s survey data states that 58% of consumers are more inclined to buy from brands that share similar values to them on social media.

However, 36% of consumers will unfollow brands that share irrelevant and insensitive content. With global ad attempts being less than 28%, brands can optimise advertising for the holiday season, reports Conviva.

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