2014 Holiday Shopping Trends Revealed

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Gift Ideas

Not sure what you want to get those special people in your life? Browsing through store aisles can provide inspiration and help narrow your choices down to the perfect gift. In fact, 63 percent of shoppers still do research for gift ideas in-store, but online search is closing in fast, with 46 percent of respondents choosing to search online in addition to or in place of in-store research.

What do holiday shoppers want? Great deals, of course. But a recent global survey of more than 3,000 consumers, conducted by SDL, also found that they want a consistent shopping experience, regardless of what channel or device they are using to interact with retailers. Nearly 90 percent of respondents reported this expectation, a 17 percent increase over what consumers reported just last year.

Given that about half of holiday shoppers do research online, many via mobile devices, before purchasing items in-store, or that 60 percent of shoppers report doing at least some showrooming – checking out products in-store before purchasing online – it's imperative that brands present a consistent experience across all channels. Unfortunately, 47 percent of holiday shoppers report having been frustrated that in-store and online experiences and information didn't match up.

“Consumers today engage with organizations through multiple touchpoints,” said Mark Lancaster, CEO and founder, SDL. “This holiday season, more than ever, brands need to be prepared to cater to shoppers wherever they are as they research and purchase products – in-store, online or on their mobile devices. A consistent, superior experience across all interaction channels has become something that customers not only expect, but they demand it; and the brands that can best meet this demand will build customer relationships that continue long after the holiday season.”


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