Holiday shoppers are spending more this year but are taking a cautious and strategic approach, looking for discounts and seamless shopping experiences.
A global survey of over 7,200 consumers done by testing and digital quality solutions company Applause reveals shifting behaviors, from increased reliance on mobile devices and AI to a growing intolerance for checkout errors and poor omnichannel performance.
Despite lingering concerns about inflation, 42% of respondents planned to spend more in stores, while 44% aimed to increase online spending. Yet, financial caution prevails, with 76% focusing on sales and discounts. Nearly half admitted to exceeding their budgets, underscoring the tension between planned and actual spending.
Seamless digital experiences remain paramount, with checkout identified as the most critical stage. According to the survey, it doesn’t take much for consumers to spend their money elsewhere. Sixty-three percent of shoppers will abandon an online cart after two failed purchase attempts, and an additional 18% will try only once more.
Bugs and payment issues frequently derail transactions, highlighting the importance of functional ecommerce platforms.
Diversification in payment methods is also influencing purchasing decisions. Over half of respondents (52%) adopted new payment options like digital wallets and cryptocurrencies in the past year, yet only 58% of providers accept digital wallets, leaving room for improvement.
Mobile shopping surged in popularity, with 72% preferring smartphones or tablets over desktops, a jump from 68% in 2023 and 43% in 2020. AI use in shopping also climbed, with 37% leveraging it for assistance this holiday season.
Social media’s influence on consumer behaviour remains strong, with 76% admitting it shapes their purchasing decisions. However, poor omnichannel experiences, such as unready curbside pickups or BOPIS (buy online, pick up in-store) orders, continue to frustrate customers, risking brand loyalty.
With bugs still affecting 15% of shoppers, brands must prioritise seamless, customer-centric experiences.