[November 18, 2014] |
|
2014 Holiday Survey: Goodbye to the Impulse Buy, Most Americans Will Research Gifts Before Purchasing This Year
AUSTIN, Texas --(Business Wire)--
Rivet Works, Inc., a technology company that inspires consumers with
user-generated content solutions, today announced the results of its
2014 Holiday Shopping Behavior Study. The research examined the holiday
shopping preferences and gift giving philosophies of consumers across
the U.S. and discovered that most (81%) Americans will spend time
researching gifts they're planning to buy for friends and family for the
holidays this year.
The survey revealed that the most likely amount of time spent
researching gifts per recipient is up to one month, according to nearly
half (48%) of holiday shoppers. 1 in 10 (12%) will spend less than one
day researching versus another 9% who will spend between one and six
months researching. Only 1% of the nation admits they will spend more
than six months researching holiday gifts they plan to buy this year.
What Shoppers Want to See Before They Buy
When it comes to the things that shoppers would like to buy online this
holiday season, 2 out of 3 (67%) Americans say they would like to see
real pictures of items from other users before they make a purchase.
There is a significant leap in demand for real pictures of items before
purchase when it comes to most (80%) millennial generation online
shoppers between ages 18-34 years old, as well as many (74%) parents in
particular.
Among top choices of what shoppers most want to see before they buy, are
real pictures of hotel rooms and clothing, which tie for the #1 national
ranking, according to nearly 4 in 10 (38%) Americans. Preferences of
type of items differ noticeably by gender:
|
|
|
|
|
|
|
Top Shopping Items by Men
|
|
Percent Who Said This
|
|
Top Shopping Items by Women
|
|
Percent Who Said This
|
1. Hotel rooms/vacation rental homes and technology (tied)
|
|
37%
|
|
1. Clothing
|
|
44%
|
2. Food/drink
|
|
36%
|
|
2. Hotel rooms/vacation rental homes
|
|
39%
|
3. Clothing
|
|
32%
|
|
3. Hair/makeup products
|
|
37%
|
4. Home furnishings/décor
|
|
28%
|
|
4. Home furnishings/décor
|
|
36%
|
5. Car accessories
|
|
24%
|
|
5. Food/drink
|
|
35%
|
|
|
|
|
|
|
|
How Shoppers Feel About Giving Gifts
In regards to the personal philosophies associated with bestowing
presents, American attitudes vary widely among both "naughty" and "nice"
consumers. The most popular attitudes for gift-givers this year include
half (52%) of shoppers declaring they put lots of thought into the gifts
they give and roughly 4 in 10 (39%) saying they start early to get the
best deals. A small but generous portion of Americans (8%) boast that
they spare no expense when it comes to shopping for gifts, versus twice
that amount (16%) who admit say they will only give gifts when
absolutely necessary.
Additional, less cheerful, holiday outlooks of Americans include plans
to pull from a supply of back-up gifts (9%), waiting until the last
minute to shop for gifts (4%), and only giving gifts to ensure one is
received in return (4%). The research also found that gift-giving
philosophies differ by gender, with American men more likely than women
to: spare no expense on gift-giving, wait until the last minute to shop,
and give gifts to ensure they get one in return. Conversely, women are
more likely than men to: put lots of thought into the gifts, start early
to get the best deals, and pull from a supply of back-up gifts.
Holiday Shopping Strategies Revealed
The respondents surveyed also indicated that they consult the following
resources for their holiday shopping:
-
Searching online through a brand website for best deals and products -
41%
-
Ask friends and family for their opinion - 41%
-
Use money saving websites to get coupons/deals on gifts - 20%
-
Look at peer review websites to see what other consumers are saying -
14%
1 in 10 (12%) will use social media to see what's hot and what's not.
Only 7% of the nation says they will ask associates in stores which
items are most popular.
"Our research reveals that this holiday shopping season, consumers are
relying heavily on the web and social networks to see other shoppers'
experiences with products before they buy them," said Michael Svatek,
CEO and Co-Founder of Rivet. "When you consider how much thought
gift-givers are putting into their shopping effort, you can understand
their need to get validation of a gift idea from other shoppers in the
same situation-it's natural to want the approval of one's peers."
Rivet's cloud-based and mobile-first platform is used by global brands
to drive content marketing. The technology captures images, video, text,
customer preferences, and intent data to drive authentic brand
experiences that connect, inspire, and engage consumers. Media is owned
for use at any time, across any property, alleviating the
rights-management issues all too common with customer-generated content
efforts.
Methodology
This survey was conducted online within the United States by Harris Poll
on behalf of Rivet from October 17-21, 2014 among 2,066 adults ages 18
and older. This online survey is not based on a probability sample and
therefore no estimate of theoretical sampling error can be calculated.
For complete survey methodology, including weighting variables, please
contact Tom Carpenter at [email protected].
Infographic
Check out the infographic that Rivet created to illustrate the survey
findings: Rivet's
2014 Consumer Holiday Shopping Behavior Study.
About Rivet
Rivet is at the forefront of developing user-generated content solutions
that have an immediate influence on brand and commerce metrics. Rivet's
cloud-based platform drives inspiring and engaging experiences by
capturing images, video, text, customer preferences, and intent
data. Founded in 2013 and headquartered in Austin, Texas, Rivet has
partnered with global companies such as JanSport, Viking Cruises, and
Build.com (News - Alert) to drive content strategy. For more information, visit our
site [www.rivet.works]
or drop us a line [[email protected]].
[ Back To Homepage ]
|