Placed and RetailMeNot Release First Annual “State of Holiday Shopping” Study

‘Tis the season for holiday spending forecasts, quick tips on how to save, endless recommendations on where to buy and when to shop. But as a new study from Placed and RetailMeNot finds, one word binds marketers, advertisers, and shoppers together in 2015: omnichannel. This first annual study surveyed over 10,000 respondents from Placed’s audience, taking a deep dive into the 2015 holiday shopping landscape. The insights inform retailers everywhere on how they can win consumer bucks, a challenge that becomes progressively more gigantic each year.

 

Fortunately for retailers though, the abundance of predictions for 2015 holiday spending are positive. With US consumers set to pay the cheapest prices for gas since 2008, according to the AAA, estimates for shopper spending is optimistically rising. “State of Holiday Shopping” found that nearly 82% of consumers plan to maintain or increase their holiday shopping budgets this year over 2014, setting the retail landscape to be one strong in numbers.

 

In fact, the study quantified just how optimistic retailers should be:

  • $492.72. The average amount consumers plan to spend on gifts.
  • 28%. The amount of shoppers who are planning to increase their holiday spending over 2014.
  • $159.13. The average increase in spend per shopper who is planning to spend more.

When asked how they envision how this holiday shopping spend to break out in terms of offline versus online in comparison to last year, consumers affirm the omnichannel holiday shift:

  • 25% of shoppers plan on doing more online shopping
  • 11% plan to do more in-store shopping this year over last year
  • 19% of shoppers plan to do more of both

In 2015, this omnichannel shopper shifts from minority to majority with 55% of consumers planning to holiday shop equally online and offline. In years past, marketers have watched as digital accelerated retail down the omnichannel path; now, this holiday season will pave 2015 as the year of the omnichannel shopper.

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Download the White Paper for more key insights into the 2015 holiday shopper at www.placed.com/resources/white-papers/state-of-holiday-shopping-2015.