Gen Z and Gen X favour brick-and-mortar experiences!

Ever wonder what truly drives your customers' choices over Christmas?

Convenience? Value? A standout shopping experience that meets their holiday needs?

It's a tall order for retailers to deliver everything and more to their customers ever-changing needs. In particular, over the festive season, which brings a unique shopper mindset filled with high expectations, shifting spending habits and a drive to make meaningful purchases!!

As we approach the busiest time on the retail calendar, understanding the "why" behind each buying decision can give you an edge for understanding how your customer spends, and in turn, how you set the right strategies to meet their needs!

So, dare to discover what your customers expect from you at this time of year? Read on as I share with you, how to anticipate your customers needs and "best sellers" this festive season! 

As the holiday season ramps up, retailers are bracing for consumer behaviours that blend cautious spending with a strong desire to celebrate.

Despite inflationary pressures, 65% of holiday shoppers are determined to maintain or even increase their spending from last year, highlighting robust consumer confidence and a commitment to festive shopping.

Trends to anticipate....

Self-gifting

The trend of self-gifting is also on the rise, especially among Gen Z and Millennials, with 61% planning to shop for themselves alongside gift purchases. This presents a unique opportunity for retailers to drive sales with buy-one-get-one offers or similar incentives​

Early and extended shopping

Holiday shopping now often begins well before December, with some consumers taking advantage of early deals and sales. Retailer can tap into this by launching early-bird promotions or "extended Black Friday" sales. By staggering deals, retailers can stay top of mind with these early shoppers and create a steady sales pace leading up to the holiday rush. Moreover, using early promotions allows you to capture data on high-demand items, informing restocking and marketing decisions.

Last-minute convenience

Many consumers rely on flexible fulfillment options for last-minute purchases, such as, 'Buy Online' or 'Collect in-store'. Retailers can meet these needs by optimising logistics to offer same-day or next-day options, ensuring inventory is readily accessible at key locations. Highlighting these features in marketing materials can reassure shoppers who prioritise convenience and need quick solutions as the holidays approach.

Capitalising on generational preferences

In-store shopping is seeing renewed enthusiasm, with Gen Z and Gen X particularly favouring brick-and-mortar experiences. Meanwhile, Millenials and Baby boomers are gravitating towards online channels, making a multi-channel strategy essential for retailers looking to capture the full spectrum of shopper preferences this season.

To truly meet consumers needs this festive season, its crucial retailers anticipate consumer behaviours, adjust inventory, staffing, and promotions accordingly.

Data shows that shoppers are increasingly looking for convenient, value-driven options and early-season deals, with many already starting their holiday shopping NOW!!!

Preparing now to cater to these trends can set your brand apart as consumers prioritise brands that make shopping easy, enjoyable, and in tune with their festive spirit! Good luck retailers!!!