It's (still) going to be a brick-and-mortar Christmas

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It's (still) going to be a brick-and-mortar Christmas

By Gina Acosta - 12/08/2017

The majority of holiday shoppers are still planning to make gift purchases in December, and many of those consumers will head to brick-and-mortar stores, according to a new survey.

The 2017 Valassis Holiday Shopper Survey shows that 83 percent of holiday shoppers planned to purchase gifts after Cyber Monday and more than half (56 percent) of these shoppers are headed in-store for their purchases.

According to RetailMeNot, 87 percent of consumers plan to visit a physical retail store in the month of December – representing an opportunity for brick and mortar retailers in the last few weeks before the holidays.

Consumers are looking for deals, with 82 percent of respondents – and 88 percent of millennials – saying that offers sway their gift lists. Overall, 53 percent of respondents (and 61 percent of moms) say coupons are the biggest influence on their holiday purchases.

Coupons and discounts drive where holiday consumers shop, what they buy and their loyalty to a store. This is especially true for moms and millennial parents when it comes to holiday shopping:

  • Where to shop: Coupons and discounts drive the store decision for moms (79 percent) and millennial parents (74 percent) (compared to 67 percent of all respondents)
  • What to buy: Coupons and discounts help decide purchases for nearly three-fourths of moms and millennial parents (compared to 64 percent of all respondents)
  • Store loyalty: The majority of moms and millennial parents (approximately 80 percent) say they will leave a store if they think an item can be bought for less elsewhere (versus 69 percent of all respondents)

“While the Black Friday through Cyber Monday weekend represents the most popular holiday shopping timeframe, consumers shop and save throughout the season,” said Curtis Tingle, Chief Marketing Officer, Valassis. “The last stretch of the season offers brands and retailers an opportunity to influence purchasing decisions, and with the right integrated strategy, activate shoppers across channels with relevant deals.”

Additional key findings from the 2017 Valassis Holiday Shopper Survey include:

  • Consumers – especially millennials – do their homework before purchasing:
    • 85 percent of consumers research holiday gift purchases, with millennials (50 percent) and millennial parents (56 percent) saying they spend a lot of time doing so
  • Shoppers – particularly moms – hunt for holiday gift deals across channels:
    • Among those who research holiday purchases, below are the top three ways they plan their shopping
      • Use deal websites (59 percent of all respondents; 73 percent of moms)
      • Use emailed sales/promotions (57 percent of all respondents; 67 percent of moms)
      • Use mailed sales/promotions (47 percent of all respondents; 60 percent of moms)
    • Print ads encourage 45 percent of shoppers to go online to make a purchase from that advertiser
      • Especially true for moms (56 percent) and millennial parents (58 percent)
    • Busy millennial parents look to purchase holiday gifts during the work week:
      • Nearly half (49 percent) say they make holiday gift purchases from work due to an email, online ad or mobile notification (compared to 30 percent of all respondents)
      • Forty-one percent holiday shop at stores close to work on their lunch break or before/after work (as opposed to 27 percent of all respondents)

The 2017 Valassis Holiday Shopper Survey was conducted Nov. 13-17 online among a representative group of 1,000 adults age 18-70 in the United States who indicated that they do at least some of the holiday gift shopping in their household.