Despite widespread cynicism, it seems many people are hanging on to behaviours they adopted during the height of the Covid pandemic, with nearly half (48%) of all consumers planning to shop exclusively online for their festive purchases, and only 6% aiming to shop exclusively instore.
Based on a survey of 1,000+ UK consumers by Outbrain, it also shows values will play a role informing the brand that consumers purchase, with half (49%) say their decision is based on how easy the brand is to find.
Meanwhile, sustainability and eco-friendliness of the brand is also important for 43%, while a third (32%) prefer brands that support diversity and inclusion.
When it comes to factors influencing their shopping decisions, a quarter (24%) said price was the most important factor, followed by discounts (17%). When it came to the least important factors, only 2% of consumers acknowledged loyalty programmes as a motivating factor when shopping with a brand.
Finally, the speed of delivery is also key when it comes to consumers purchasing decisions, with half (50%) admitting this factor is more important than free/discounted shipping offers.
Outbrain managing director of Northern Europe James Milne reckons that the pandemic has permanently changed consumer shopping habits, driven by the convenience and accessibility on offer from online shopping.
He added: “The transition to online shopping is by no means a new experience, but it has been accelerated over the last 18 months by the pandemic.
“Interestingly, simply having an online offering will not be enough to entice customers moving forward. Speed of delivery is a top influencing factor, with consumers less concerned about free or discounted shipping offers if this means a longer delivery time.
“Brand values will also influence shopping decisions, which consequently means that retailers cannot simply rely on discounts this holiday season. Consumers want to engage with retailers who have a positive brand image and are actively giving back to the community through inclusion and environmental, social and governance initiatives.”
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