Infographic: Kicking Off the 2019 Holiday Shopping Season

Holiday Shopping Infographic 2019

With Thanksgiving quickly approaching, the 2019 holiday shopping season is in full swing. eMarketer predicts that total US retail sales will climb 3.8% to $1.008 trillion this season, making 2019 the first-ever trillion-dollar year. As consumers race to find the perfect gifts at the best prices, the shortened timespan between Thanksgiving and Christmas is placing added pressure on retailers and third-party logistics providers (think FedEx, UPS, etc.). Due to the time crunch, 75% of retailers are switching up how they offer deals to shoppers this season, with 55% offering deeper discounts, 54% running deals earlier than usual, and 44% calling out the shortened timeframe in advertising to shoppers.  

Below we take a closer look at the Fluent audience to get a better understanding of their holiday shopping habits. As a leading performance marketing company, Fluent creates immersive media experiences to engage with nearly one million consumers a day. Through these interactions, we gather information about shoppers and their purchase intent. We then use these self-declared insights to build precise audiences, helping our brand partners to connect with the right shoppers at the right time.

Audience Snapshot: Holiday Shoppers

23% of the Fluent audience has already started their holiday shopping, with 22% purchasing a gift on Amazon’s “Prime Day” shopping event in July. Though nearly 40% believe the discounts offered on Black Friday are worth dealing with the crowds and long lines, only 18% are planning to hit stores the day after Thanksgiving. Nearly half (46%) of the Fluent audience has not yet planned when they will do most of their shopping this holiday season.

Holiday Shopping: In-Store vs. Online Purchases

51% of respondents prefer to shop in a physical store versus on their phones (28%) or via a desktop or laptop computer (21%). While this may explain why only 4% of consumers surveyed plan to do most of their holiday shopping on Cyber Monday, free shipping (42%) and flash sales and discounts (30%) are the top two factors most likely to entice shoppers to buy gifts online. When it comes to e-commerce, respondents did not have a clear preference between purchasing gifts via Amazon (23%) or other retailer websites like Target or Walmart (22%).  

Holiday Shopping: Most Popular Gifts of 2019

While 58% of the Fluent audience prefers to give their loved ones a physical holiday gift, more than half (66%) would prefer to receive money or a gift card in their stocking. 14% of those surveyed are planning to gift a subscription service this holiday season, with clothing boxes (JustFab, Frank and Oak, etc.), personal care boxes (Dollar Shave Club, Birchbox, etc.), and food/snack boxes (Graze, HelloFresh, etc.) among the most popular.

Check out the infographic for more findings:

Holiday Shopping Infographic