holiday 2016:consumer shopping survey

about the surveyOn October 12, 2016, Branding Brand anonymously surveyed 1,000 18-to-44-year-olds to understand how they plan to browse and buy holiday gifts this year.

To learn more about our methodology, contact press@brandingbrand.com.

what you'll learn

Most shoppers say they'll start looking for and buying gifts in November, and 4% don't plan to finish their holiday shopping until January.

WHEN HOLIDAY SHOPPING BEGINS & ENDS

Compared to last year, 96% say they'll purchase more gifts online. "Buy online, pick up in store" is also gaining popularity.

People say they look for holiday gifting inspiration from a variety of online and offline sources, including retail stores, search, and social media.

HOW PEOPLE WILL PURCHASE HOLIDAY GIFTS

WHERE PEOPLE FIND GIFTING INSPIRATION

People expect to get more for their money between Thanksgiving and Cyber Monday. 71% plan to spend less than half of their holiday budget during the Cyber Five.

BUYING BEHAVIOR: CYBER FIVE

01Holiday 2016: Consumer Shopping SurveyBranding Brand

holiday shopping timeline"Retailers can advertise all they want, but most people won't start browsing and making purchases until November. Even more surprising, four percent won't buy their last gift until January."

— Chris Mason, Branding Brand CEO & Co-founder

02Holiday 2016: Consumer Shopping SurveyBranding Brand

holiday 201643% plan to start browsing and buying holiday gifts in November.

03Holiday 2016: Consumer Shopping SurveyBranding Brand

Jan2016

50%

40%

30%

20%

10%

0%Dec2016

Oct2016

Jul2016

Mar2016

Jun2016

Nov2016

Sep2016

Aug2016

May2016

Feb2016

Apr2016

Browsing Buying

WHEN PEOPLE WILL START BROWSING & BUYING GIFTS

browsing holiday gifts

04Branding Brand Holiday 2016: Consumer Shopping Survey

"Brick and mortar is not dead; it's evolving. The vast majority of holiday shoppers still visit stores for gifting inspiration."

— Chris Mason, Branding Brand CEO & Co-founder

holiday 2016Facebook and Pinterest are the leading social networks for holiday gifting ideas.

SOCIAL NETWORKS WHERE PEOPLE LOOK FOR GIFTING IDEAS

35%Facebook

18%YouTube

7%Twitter

27%Pinterest

15%Instagram

05Holiday 2016: Consumer Shopping SurveyBranding Brand

buying holiday gifts

06Branding Brand Holiday 2016: Consumer Shopping Survey

"Digital marketing presents a major opportunity for brands to tap into new sales. More than ever before, holiday shoppers are purchasing gifts online, and 62 percent say they're open to buying from new retailers."

— Chris Mason, Branding Brand CEO & Co-founder

holiday 201696% will buy more gifts online this year compared to last year.

Holiday 2016: Consumer Shopping SurveyBranding Brand 7

holiday 2016Apparel and accessories are the most popular holiday gifts this year.

MOST POPULAR HOLIDAY GIFTS PEOPLE PLAN TO BUY THIS YEAR

56%Apparel and accessories

45% 43%Electronics Books and

entertainment

53%Toys

Holiday 2016: Consumer Shopping SurveyBranding Brand 8

cyber five holiday shopping

Branding Brand 9Holiday 2016: Consumer Shopping Survey

"Thanksgiving, Black Friday, and Cyber Monday are considered iconic shopping days; however, only five percent of consumers buy all of their holiday gifts during this time. People do not plan to spend much of their budget during the Cyber Five, and when they do purchase, it's often spontaneous."

— Chris Mason, Branding Brand CEO & Co-founder

holiday 201671% expect to spend less than half of their holiday budget between Thanksgiving and Cyber Monday.

Holiday 2016: Consumer Shopping SurveyBranding Brand

3%

26%66%5%

1-50%0% 51-99%

100%

10

TOTAL % OF HOLIDAY BUDGET PEOPLE PLAN TO SPENDbetween Thanksgiving and Cyber Monday

what 's next

011Branding Brand | Holiday 2016: Consumer Shopping Survey

about Branding BrandBranding Brand is the retail industry's leading omnichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor” of apps, the Company is also the 2016 Forrester Wave Leader in “Mobile Commerce and Engagement Platforms.”

Visit blog.brandingbrand.com for more consumer behavior trends.

Holiday 2016: Consumer Shopping SurveyBranding Brand 11

GET THE FULL SURVEY Discover all of the survey results by downloading the entire 21-page report at bblnk.com/holiday-shopping-2016.

DOWNLOAD THE RESULTS