What, do you think, is going to influence holiday shopping this year?

by WarriorForum.com Administrator
13 replies
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A new article on Martech.org reports that the holiday shopping season is getting longer -- particularly this year. Inflation means the longer you wait the more expensive things get and that is top of mind for U.S. consumers right now. To understand what else is on their mind and how it may impact their buying, so the author put together a statistical overview.



67% of consumers reduced spending on "non-essential" items in the last six months (including vacations and holiday shopping). 71% noticed heightened prices in-person over the last six months; 67% noticed rising online prices.

47% of those who noticed higher online prices have reduced online shopping; 35% are increasingly looking for discount codes; 29% are using comparison sites more frequently. 81% adjusted their spending due to inflation. 40% said buying back-to-school supplies were a significant budgetary concern, up from 30% in 2021.

It is likely that total holiday spend will be up this year. However, price increases could mean fewer goods sold. In 2021, Americans spent an average of $611.19 on Christmas gifts. This year, they plan to spend slightly less on gifts: $575.64. And that's not all. Here's some more stats about consumers:
  • 84% worry about the impact of inflation on holiday shopping. (U.S. News and World Report)
  • 59% expect impact to be moderate or significant (Numerator)
  • 51% plan to buy fewer holiday gifts this year (Salesforce)
  • 41% expect to spend more than last year. (4Over)
  • 38% of US adults say they plan to spend less this holiday season, 32% expect to spend the same (Digital River)
  • 15% of U.S. shoppers are unsure if they will buy any gifts this year. (Salesforce)

Not only that, but what's on a consumer's mind when will they shop? They may complain about winter holiday marketing done before Halloween, but many start shopping long before that.
  • 37% more in the U.S. plan to start buying gifts earlier (Salesforce)
  • 27% are planning to start holiday shopping soon in case inflation gets worse. (4Over)
  • 22% had already started in August (eMarketer)
  • 17% will start in October, 31% in November, and 13% in December. (4Over)

And what are the most significant purchase motivators? Price, price, and price - according to recent CivicScience research:

34% deals and promotions
21% free shipping
19% product availability

Agree? Disagree? Is it even that simple or smooth - or is the consumer landscape just a lot, lot more granular?
#holiday #influence #shopping #year
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  • Profile picture of the author savidge4
    Originally Posted by WarriorForum.com View Post

    the holiday shopping season is getting longer -- particularly this year. Inflation means the longer you wait the more expensive things get
    I am going to suggest in the case of say this year... this is probably going to play out and be shown as a false statement. Big ticket items such as TV's etc I think we will see drop in price drastically...you can actually goto the likes of Walmart right now and see that to be the case 65 inch 4K TV's sub $400 - probably the lowest they have ever been.
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    • Profile picture of the author dave_hermansen
      Originally Posted by savidge4 View Post

      ...you can actually goto the likes of Walmart right now and see that to be the case 65 inch 4K TV's sub $400 - probably the lowest they have ever been.
      Well, you could make that statement for every single year since the television was invented, so it is nothing unique to this year. So, I guess if every year you buy exactly one present and it is always a TV, you save money this year, just like you saved it every other year compared to the previous year.

      I think the article is spot-on. We own or manage a ton of websites and we have seen a drastic pullback in consumer spending across virtually all niches since June of this year compared to previous years. Not sure why the holiday season would be any different. Most people just do not have nearly the amount of disposable income that they have had in other years due to inflation across the board.

      It's not just retailers, either. I speak with manufacturers daily and the overall theme seems to be this ... consumer spending is WAY down, but government spending is WAY up. By and large, the manufacturers are holding their own because of increased spending by local governments, schools, park districts, etc.
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      • Profile picture of the author savidge4
        Originally Posted by dave_hermansen View Post

        Well, you could make that statement for every single year since the television was invented
        I a bit more than suspect, this will not be the same as every other year... there are a lot of variables that are adding up to the need for a liquidation. and then throw in the simple rule of supply and demand... and there is quit literally a perfect storm for deep deep discounts in the near future.

        we all suggest sales are dropping, and yet Amazon is projecting a 13% increase

        look here: ( https://corporate.walmart.com/newsro...-fy22-earnings ) and the number that is interesting is 11.5% increase in inventory.

        And its these little indicators that are seen pretty much across the board with most major retailors.

        Making more but selling less - warehouse space is expensive - and the percentage of inventory increase is going up quarter after quarter almost straight across the board.
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        • Profile picture of the author dave_hermansen
          Originally Posted by savidge4 View Post

          I a bit more than suspect, this will not be the same as every other year... there are a lot of variables that are adding up to the need for a liquidation. and then throw in the simple rule of supply and demand... and there is quit literally a perfect storm for deep deep discounts in the near future.

          we all suggest sales are dropping, and yet Amazon is projecting a 13% increase

          look here: ( https://corporate.walmart.com/newsro...-fy22-earnings ) and the number that is interesting is 11.5% increase in inventory.

          And its these little indicators that are seen pretty much across the board with most major retailors.

          Making more but selling less - warehouse space is expensive - and the percentage of inventory increase is going up quarter after quarter almost straight across the board.
          It seems as if this thread has taken a turn toward the consumer's perspective and what great deals you can get, which kind of tells you how desperate businesses are to get rid of the massive inventory that is piling up due to very poor sales driven by inflation.

          Amazon has already been wrong this year with their projections - https://www.reuters.com/technology/a...es-2022-04-28/

          So has Walmart - https://www.cnbc.com/2022/07/26/walm...-consumer.html
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    • Profile picture of the author DABK
      If you do not want one of the top brands, Walmart around her has 55" TV's under $250, 65" at $320. Plus tax. Even Costco has some nice TV's under 400.



      Originally Posted by savidge4 View Post

      I am going to suggest in the case of say this year... this is probably going to play out and be shown as a false statement. Big ticket items such as TV's etc I think we will see drop in price drastically...you can actually goto the likes of Walmart right now and see that to be the case 65 inch 4K TV's sub $400 - probably the lowest they have ever been.
      I feel your pain, DWolfe. I feel your pain. Halloween candy is just wrong in August. Though just as tasty.



      [QUOTE=DWolfe;11726986]One big pet peeve is they try and spread the holiday season longer each year. Costco was selling some Halloween decorations the 3rd week of August. Two months before the actual day. How many people are worried about that? When they are loading up back to school items. In NJ there was a back to school tax break the last week of August on School supplies.

      /QUOTE]
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  • Profile picture of the author DWolfe
    Originally Posted by WarriorForum.com View Post

    A new article reports that the holiday shopping season is getting longer -- particularly this year. Inflation means the longer you wait the more expensive things get and that is top of mind for U.S. consumers right now. ?
    One big pet peeve is they try and spread the holiday season longer each year. Costco was selling some Halloween decorations the 3rd week of August. Two months before the actual day. How many people are worried about that? When they are loading up back to school items. In NJ there was a back to school tax break the last week of August on School supplies.

    Same thing with other Holidays. Black Friday sales start before Black Friday and extend beyond Cyber Monday. This dilutes the actual numbers across several weeks instead of a true Season. A lot of consumers wait longer to purchase gifts. Because by the time the end of December arrives most stuff is sold at discounts.

    Inflation is going to play into this year and people will cut back. But if they make the Season longer it only makes people wait for bigger discounts.
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  • Profile picture of the author Kay King
    Two things:

    A pullback in consumer spending due to inflationary prices, supply chain issues and consumer fears.

    Some extremely good sales just before and after the holidays...not Black Friday/traditional days (those may not be as good as usual) but the week before/after Christmas, for example, and clearance sales at end of season.

    I find in shaky economic times the 'loss leaders' featured by major stores around holidays are often quality products....yet in good economic times those loss leaders are often 'made for this sale' products.


    Edit: The above is offline - Online, I think sales will be strong with perhaps an emphasis on practical, usable products.
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  • Profile picture of the author Maciek Wolny
    thanks for the post!
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  • Profile picture of the author affiliateforever
    This is a trend, no one can stop it, tiktok shop will be the big e-commerce platform in the future
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  • Profile picture of the author GordonJ
    The question, WHAT I think is going to influence holiday shoppers this year?

    Answer: I think I AM.

    I look forward to one of the best holiday seasons ever, and really don't care about Amazon, Walmart, Target, Best Buy or any retailer or ecom giant

    This data is great for those who really aren't doing anything right now, but for those of us with customers and offerings...well, I don't think I am unique when I say, I will focus on my little corner of Marketing, continue to offer what my TARGETS WANT may need and are willing to pay my asking price.

    The rest of this is a lot of noise. Static on the radio. Of no concern to me, and I dare say, to most of us who aren't influenced by what direction the main stream goes, plenty of moolah in the side tributaries of serving your Avatar as best you can.

    That is my answer to the question. Thanks for asking.

    GordonJ
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    • Profile picture of the author savidge4
      Originally Posted by GordonJ View Post

      I look forward to one of the best holiday seasons ever, and really don't care about Amazon, Walmart, Target, Best Buy or any retailer or ecom giant
      All I can say is I have been trying for 2 - 3 years? to get my son an Xbox One X...and I finally got one. Forget everything else... thats just a win
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  • Profile picture of the author brileyknox
    If people have the money, they will buy whatever it is they want can't go by the numbers. Always !
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    • Profile picture of the author savidge4
      Originally Posted by brileyknox View Post

      If people have the money, they will buy whatever it is they want can't go by the numbers. Always !
      And what happens when they dont have the money? When we look at say the stock market...and then understand that the by enlarge the most affluent's tail ends are puckering - and then put the trickle down theory into play... less money from the top, means less money at all of the financial levels below it. Mommy and Daddy's money just got tight - and Its only going to get tighter here in the near future.
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