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Omnichannel, price, authenticity key to 2014 holiday sales, survey says

Global research company Future Foundation surveyed 5,000 Americans for a study on key holiday trends and statistics and identified data on price sensitivity, gift authenticity and what shoppers expect from retailers this holiday season.

December 4, 2014

Global research company Future Foundation surveyed 5,000 Americans for a study on key holiday trends and statistics and identified data on price sensitivity, gift authenticity and what shoppers expect from retailers this holiday season. 

Omichannel matters
What shoppers want from retailers is a streamlined, digital experience, according to Managing Director Meabh Quoirin, "Consumers this holiday season expect seamless, omnichannel shopping experiences. For retailers, this means first and foremost a mobile strategy. People want to be able to browse, order and pay via mobile while also demanding digital services in-store."

Among its recommendations, Future Foundation stresses retailers provide digital in-store kiosks to complement conversations with salespeople, as well as mobile content tied to all channels, product selection via social media, cashless/mobile payment options and instant delivery services.

Price is a priority

Personal finance remains at the top of the list for the majority of the U.S. this season, the company said in a statement. According to the survey, 45 percent shop at the last minute to get the best deals, 22 percent do so because they don’t yet have the money, and 15 percent depend on that last paycheck before Christmas to buy gifts.

"Despite economic gains, personal finance remains top-of-mind among a majority of the U.S. population. As such, holiday shoppers will take advantage of all means possible to locate the best deal at the best possible price — according to the level of quality they want." Quoirin said.

Authenticity isn't just for millenials

"Americans are increasingly focused on where and how products are made. Increasingly, shoppers want artisanal products. We call this mass authenticity, which has great selling power around the holiday season," Quoirin said. "Millennials, known for their quest for control in nearly every aspect of their lives, are most particular when choosing gifts."

According to the survey, 60 percent of Americans want to know the origins of the products they buy. Online product reviews are increasingly important to Americans, particularly millenials, who read reviews at 33 percent and 40 percent respectively. Millennials also want gifts that accurately portray cultures, traditions and place, for food especially, as 33 percent of the generation consider these factors when purchasing holiday gifts.