2014 Holiday Shopping Trends Revealed

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Generational Research

The study found that shoppers under 30 were the most likely to research on smartphones (42 percent). Shoppers aged 30 to 39 were a little more likely to use a tablet (45 percent) versus a smartphone (39 percent). Shoppers aged 40 to 54 were much more likely to use a computer (85 percent) than a smartphone (21 percent).

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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