Holiday Shopping Trends 2015

Smartphones, Shopping & Mobile Payments A Consumer Study

eMarketer forecasts that retail sales in November and December will increase 5.7%, reaching $885.70 billion this year. That’s an increase from the 3.2% growth rate predicted earlier this year.1

So how can retailers adjust their approach to increase foot traffic and create engaging, rich customer experiences across multiple channels in a competitive market?

1eMarketer, August 2015

BY GENDER

61% 39%Female Male

13-171%

18-246%

25-3422%

35-4427%

45-5425%

55-5415%

65+4%

BY AGE

26%

18%

35%

21%

BY GEO

SessionM’s Network of Shoppers SessionM fielded an 11 question mobile survey to over 11,000 members to gain a

deeper understanding of how consumers are holiday shopping this year, how smartphones impact and influence their decision-making and how they plan to

use smartphones to enhance their holiday shopping experience.

Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789

27%of respondents said they start their holiday shopping before September.

October

16%

13%

November, before Thanksgiving

Thanksgiving night

Black Friday

Cyber Monday

People are holiday shopping

before summer is over. Holiday shopping starts

Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789

December

I don’t holiday shop

3%

9%

3%

17%

12%

Holiday shopping is

an omnichannel activity.

of respondents plan to shop at

brick-and-mortar locations

of respondents plan to shop

online via desktop or laptop

58%78%

Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789

of respondents plan to shop via

their tablet or smartphone

43%

Consumers are

up for grabs.

Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789

26%of customers stick to their

regular retailer at the holidays.

Sales and promotions71%

Quality of products

Familiarity with retailer

Loyalty & rewards programs

only

Where consumers decide to shop isinfluenced by factors like

51%

40%

39%

82%of respondents said they would make some holiday purchases via mobile this year.

Make purchases on-the-go or at home (19%)

Avoid long lines (42%)

Find items more easily than in-store (31%)

Earn loyalty or rewards points (16%)

Mobile makes it easier to

To holiday shoppers,

mobile matters.

39% of people plan to use mobile payments like Apple Pay, Google Wallet, Samsung Pay or a specific retailer’s app

•  Smartphones are a personal assistant for shoppers – giving brands limitless access to influence their behavior and decision-making

•  Beacons, apps from retailers, mobile payments and loyalty programs all give brands access to first-party data and location-based information to create a unique, highly personalized experience.

•  Smartphones are a critical part of the in-store shopping experience and shoppers are starting to see mobile as a viable shopping channel.

Takeaways