Market Track Identifies Top Consumer Holiday Shopping Preferences

The latest survey conducted by Market Track reveals that print promotions and retailer websites are the top places that consumers look for holiday sales.

“Our survey results clearly indicate variations in how different demographics are planning their holiday shopping strategy, with Millennials leveraging the highest number of methods to look for deals across print circulars, retailer websites, email, TV, social media and mobile,” said Traci Gregorski, vp/marketing at Market Track.

Of the 1,000 shoppers surveyed, roughly 60% between the ages of 21-29 and 82% of shoppers over 60-years old ranked print circulars as their top media types they will use to find sales and deals. Retailer websites followed closely with nearly 60% of shoppers across all age groups, the study found.

The survey also found that TV is a major driver across all age groups. Over 50% of respondents listed television ads as a resource.

“Retailers are offering significant savings earlier than ever and as a result shoppers are becoming conditioned to look for sales across all channels well ahead of Black Friday,” Gregorski said. “Cross-channel competition makes it more difficult for retailers to reach all audiences if they take a ‘one-size fits all’ approach. Also, with the digital channel being used as a reactive mechanism due to its agility, there will be increased pressure to have competitive visibility from the shopper’s point of view.”

The survey also found that the majority of shoppers plan to shop in-store at Walmart this holiday season followed closely by Target. Amazon ranked first for online shopping, followed by Walmart and Target. ranked last out of the 15 retailers included in the survey.

Consumers are also increasingly looking to buy online and pick up in store, with 44% of shoppers across all ages planning to purchase something online to be picked up in store, the survey found. The highest percentage of respondents leveraging this option was the 30-39 age group.

The survey also discovered that webrooming is trumping showrooming, with 78% of shoppers doing research online, then going to buy the product in-store, while only 50% of shoppers plan to use their smartphones while in-store to compare prices at other retailers.

Millennials are most likely to practice showrooming, the study found. While shopping in-store, 65% of Millennials will use their smartphone to check prices from other retailers, compared to only 20% of those over 60. 

The survey also discovered that younger shoppers are most socially influenced, with over half of those 21-29 using social media to research gift ideas and find deals while holiday shopping, compared to less than 20% of those over 60.

Overall, surveyed shoppers noted that a positive past experience also plays a large role in driving where and how they will shop.