Holiday Shopping Trends: Influences on the 2016 Consumer

Editor’s Note: As the holiday shopping season quickly approaches, 451 Marketing, an integrated marketing agency headquartered in Boston, conducted a consumer survey to monitor the ever-evolving holiday shopping landscape as retailers and brands prep for the impending season. The survey sheds some light on the increasing complexity of holiday shopping as influences, resources, and technology continue to proliferate.

Results from the survey’s 500 respondents revealed some intriguing insights, including:

  •  76% of shoppers indicated free shipping would influence them to move forward with a purchase
  • 46% of shoppers consulted online reviews before making a purchase, beating out exploring brand and retailer sites, using price comparison sites, and researching products in-store
  • 75% of shoppers aged 18-24 (millennials) spend under $500 on holiday gifts