2024 US holiday shopping trends: 50% of people prefer online shopping

It is learned that recently, according to foreign media reports, Bazaarvoice released the "2024 Global Holiday Consumer Behavior Report", which details the preparations and shopping trends of American shoppers before the holiday season.

The report shows that American shoppers have already begun actively preparing for the holiday shopping season. 21% of shoppers will start buying gifts in August or earlier, 32% will start shopping in September, and 54% will start shopping in October.

Regarding shopping methods, more than 50% of American shoppers prefer online shopping, of which 23% shop through search engines and 27% shop directly on brand and retailer websites. It is worth mentioning that despite the rise of e-commerce, traditional shopping in shopping malls is still popular, with 20% of shoppers choosing to go shopping in shopping malls. In addition, globally, 35% of Generation Z indicate that they prefer to start shopping in shopping malls.

For shoppers, as e-commerce and social commerce strategies strengthen, 36% of consumers said online retail stores have become the most popular shopping choice. The second most popular choice is shopping in physical stores, with 29% of consumers choosing to visit physical stores.

The report emphasizes that brands and retailers need to turn to a comprehensive omni-channel strategy to strengthen their influence and interactivity on different channels. By focusing on and adapting to shoppers' preferred shopping channels, brands and retailers can be more easily discovered by shoppers, achieve a balance of PESO channels (paid channels, profitable channels, shared channels and owned channels), and maximize market share and consumer engagement.

In addition, in terms of social media shopping, 45% of shoppers said their holiday social media shopping was intentional and spontaneous. The report shows that 37% of consumers believe that video formats can best attract their attention during the holiday season, 27% of shoppers mostly like to watch videos of 1-5 minutes, and 27% like videos of one minute or less. 36% of shoppers actively participated in or came into contact with shopping content on social media when shopping for holiday gifts last year.

When asked what type of content they prefer to see on social media during the holiday season, shoppers were split. 44% of consumers prefer content created by brands, while 43% prefer user-generated content. Only 13% prefer content created by influencers. 58% of consumers do not seek out content from creators on social media during the holiday season at all.

In today's market, creating engaging, authentic content and integrating various shopping experiences is essential. Shoppers expect better shopping experiences and diversified choices, which also emphasizes the importance of omnichannel strategies. Brands need to continue to work hard on creating compelling content and improving shopping experiences to ensure they stand out in the highly competitive holiday shopping market.

Author✎ Summer/
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