Reviews and ratings to influence American holiday shoppers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 18, 2021, 9:44 AM UTC

PowerReviews’ recent poll of 7,743 Americans found that, 50% plan to do most of their holiday shopping online.

According to the report, 48% of American shoppers intend to spend the same amount as they did the previous year for the forthcoming holiday season. However, 34% of consumers plan to increase their spending in 2021.

Consumers (26%) expect to spend between $250 and $500, while 30% intend to spend between $500 and $1,000. 58% of Gen Z plan to increase holiday spends. 99% of consumers plan to do at least some of their holiday shopping online. Only 8% plan to do most of their shopping in stores.

This year, 35% of shoppers say ratings and reviews will influence their holiday purchases. Consumers expect other shoppers to wear masks, staff to wear masks, sterilisation of the store regularly, curb-side pick-up, for shopping in stores.

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