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1、The Optimove 2023 Holiday Shopping SurveyThe Optimove 2023 Holiday Shopping SurveyOptimoves 2023 Holiday Shopping Survey has unveiled essential insights into consumer behavior,brand loyalty,and confidence in the economy.These elements hold the key to retail success during the holiday season.Loyalty

2、is Crucial:A significant majority of respondents(93%)expressed a likelihood to revisit a brand or retailer following a positive experience,indicating the importance of brand loyalty.Additionally,42%of consumers exclusively shop at stores or websites they have patronized before,highlighting the impac

3、t of loyalty on driving sales.Balancing Relevance and Volume in Marketing Messages:Retail marketers should focus on delivering timely and relevant content to engage consumers.Understanding consumer preferences and managing the frequency and relevancy of marketing communications is crucial for mainta

4、ining consumer engagement and preventing marketing fatigue.Rising Consumer Confidence:The survey reveals increased consumer confidence in personal finances and the overall economy for the upcoming holiday season.This presents opportunities for retailers to employ strategies such as upselling and cro

5、ss-selling.Strategies for Winning Consumer Loyalty:Marketers can foster loyalty by providing special treatment and early access to sales offers,offering personalized recommendations based on past purchase history,and delivering tailored shopping experiences that consider individual preferences and h

6、abits.Consumers shop early:Marketers cannot connect with consumers too soon as more than half of shoppers start their hunt before November.2Executive Summary1.2.3.4.5.3Price as a Dominant Influencer:Price remains a primary factor influencing consumer decisions.Whether it involves trying a new brand,

7、shopping at an unplanned location,or purchasing holiday items,price plays a significant role alongside quality.Importance of Omnichannel Approach:The preference for online and in-store shopping underscores the increasing importance of implementing an omnichannel approach where brands create a cohesi

8、ve and unified shopping experience to meet consumer expectations.Building Trust:Trust is crucial in the online marketplace,with a significant percentage of consumers expressing confidence in the security of their personal information when interacting with retailers.It is vital for brands to enhance

9、privacy assurance efforts and maintain transparent communication to build and retain trust.Environmentally Conscious Consumerism:Most respondents value brands that demonstrate a commitment to environmental causes.Retailers have an opportunity to differentiate themselves and attract environmentally c

10、onscious consumers by showcasing their environmental initiatives.6.7.8.9.Understanding these consumer insights will enable retailers to make informed decisions,develop effective strategies,and create exceptional experiences that drive holiday sales and foster long-term customer loyalty.The Optimove

11、2023 Holiday Shopping SurveyThe Optimove 2023 Consumer Holiday Shopping Report was based on queries of 281 U.S.citizens in July 2023.Respondents were ages 18-plus,50%male/50%female(no respondents were non-binary or declined to answer);and household incomes were$75,000-plus.4MethodologyThe Optimove 2

12、023 Holiday Shopping Survey53.1.Loyalty is Critical to Retailers SuccessBrand loyalty is an indispensable factor in retail success,especially during the holiday season.According to our survey,more than nine in ten(93%)of respondents were likely to revisit a brand or retailer following a positive exp

13、erience,with a notable 66%indicating that they were very likely to be repeat customers.Detailed Results:Furthermore,our data revealed a deep-rooted loyalty among consumers,with 42%stating they would only shop at stores or websites they had shopped at before.27%5%66%Very likelySomewhat likelyNeither

14、likely nor unlikely1%Somewhat unlikely1%Very unlikelyIf you had a positive experience with a brand/store in the past,how likely are you to shop there again?Postive experience drives consumer revisits to retailers93%likely to revisit a brand or retailer following a positive experienceThe Optimove 202

15、3 Holiday Shopping SurveySource:Optimove 2023 Consumer Holiday Retail Shopping Survey6Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyAn additional 48%planned to purchase 60%or more of their gifts from brands or retailers they had previously patronized,further emphasizing the crucial rol

16、e of loyalty in driving holiday sales.58%42%Exclusively at stores I patronized last yearI will explore new brandsWill you be shopping exclusively at stores you patronized last year,or will you explore new brands?0%10%20%30%40%50%What percentage of your 2023 purchases do you expect will be from brand

17、s/stores you have shopped at before?3%12%36%48%1%I will not purchase anything from brands/stores I have shopped at before120%2140%4160%6180%81100%48%Percent of holiday purchases at brands/stores consumers shopped at before17%31%The Optimove 2023 Holiday Shopping Survey7Source:Optimove 2023 Consumer

18、Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping Survey3.2.Balancing Message Relevancy and VolumeThe survey data highlights a key issue for retail marketers:the need for a balanced approach to the relevance and volume of marketing messages.Understanding consumer preferences and manag

19、ing the frequency and relevancy of marketing communications is crucial for maintaining consumer engagement and preventing marketing fatigue.Channel preference:Consumers continue to favor email(55%)as their preferred method of communication.This is followed by 13%who prefer text messages and 11%who o

20、pt for social media.Message relevancy:Relevance significantly impacts a consumers decision to open an email,with 37%stating that timely,relevant content prompts them to engage.Additionally,special offers and discounts sway 23%of respondents,while brand identity appeals to 16%.4%13%11%6%4%6%55%What i

21、s your preferred method for brands to reach out to you?EmailText messageSocial mediaMobile app notificationRegular postal mailPhone callDirect mail1%Other8The Optimove 2023 Holiday Shopping SurveyThirty-seven percent(37%)of respondents open less than a quarter of marketing emails,and 27%open between

22、 a quarter to half of the messages received.Message Frequency:The volume of marketing communications also influences consumer reception.Data shows that 37%of respondents would prefer fewer messages,with 12%feeling overwhelmed by the current amount.In contrast,33%suggest that more messages would be w

23、elcome,provided their relevance is maintained.The remaining 29%view the current frequency as satisfactory.Source:Optimove 2023 Consumer Holiday Retail Shopping Survey0%5%10%15%20%25%30%35%40%45%23%16%11%6%7%37%What is the number 1 thing that will make you open a marketing email?Relevancy an offer of

24、 a product I am interest in at the timeSpecial offers or discountsIdentity of the brandPersonalized to me beyond just my nameAbsolutely nothingCatchy subject line0%5%10%15%20%25%30%35%What would you guess is the percent of marketing emails you open?6%31%27%22%4%10%0%1%-24%25%-49%5074%7599%100%9The O

25、ptimove 2023 Holiday Shopping SurveyMarketing fatigue:However,there is also a risk of marketing fatigue,with 55%of consumers predicting they will feel overwhelmed with marketing messages by November 1.This figure is expected to rise to 73%by December.29%20%13%37%How customers feel about the amount o

26、f marketing messages they get from brands they subscribe toI get just the right amountI would prefer fewer messagesI would like to get many more,they are often helpfulA few more than I get now could be useful0%5%10%15%20%25%30%35%40%12%feeloverwhelmed0%5%10%15%20%25%Source:Optimove 2023 Consumer Hol

27、iday Retail Shopping Survey9%7%12%11%18%6%21%16%When do you tire of holiday messages from retailers and brands?55%tire of holiday messages by November 1AlwaysAugustBefore JulySeptemberOctoberNovemberDecemberNever10Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyOverall,thirty-three perce

28、nt of consumers want fewer emails than they received in the holiday season of 2022,with 43%open to receiving the same amount.Unsubscribe:An overwhelming 81%of consumers unsubscribe from brands that send excessive texts and emailsforty-one percent(41%)part ways with four or more brands due to communi

29、cation bombardment.Only one in ten consumers do not unsubscribe from a brand.19%46%35%The SameMoreLessIs your budget for holiday shopping in 2023 more,less,or the same compared to 2022?Do you ever unsubscribe from brands that send excessive texts and emails while shopping online?19%81%NoYes34%7%10%4

30、9%1341011 or morezeroHow many brands do you typically unsubscribe from during the holiday shopping season?The Optimove 2023 Holiday Shopping Survey11Additionally,65%of respondents expressed greater confidence in their holiday shopping budgets than in the previous year.These findings suggest potentia

31、l opportunities for retailers to apply strategies such as upselling and cross-selling.Comparative data from last year highlight this upward trend.In 2022,only 17%of respondents planned to spend more,whereas a majority,48%,anticipated maintaining their spending levels.In contrast,this year,besides th

32、e 35%planning to increase their expenditure,46%expect to sustain their spending as in 2022.Source:Optimove 2023 Consumer Holiday Retail Shopping Survey3.3.Rising Consumer Confidence and its Potential Impact on 2023 Holiday SalesThe survey results indicate an uptick in consumer confidence concerning

33、personal finances and the broader economy for the 2023 holiday season.Notably,35%of respondents plan to spend more on holiday gifts this year than in 2022,showing an increased willingness to spend.19%46%35%The SameMoreLessIs your budget for holiday shopping in 2023 more,less,or the same compared to

34、2022?The Optimove 2023 Holiday Shopping Survey12There is also an evident boost in overall confidence in budgeting for holiday shopping.While in 2022,only 19%of consumers expressed more confidence,that figure has risen to 65%this year.Meanwhile,fifteen percent(15%)will maintain the same confidence le

35、vel,and a reduced 20%will have less confidence,a significant drop from the 39%seen last year.This data points towards a subtle but noticeable growth in consumer optimism regarding their finances and spending capabilities,which might affect the holiday seasons retail dynamics.65%more confident in 202

36、3 budget0%5%10%15%20%25%30%35%Looking back on holiday 2022 versus 2023-Do you feel more confident,less confident,or the same about what you will budget for shopping?30%20%15%15%13%4%3%More confident and might spend the SAMEMore confident and might spend MOREMore confident and might spend LESSThe sam

37、e confidence my budget will be the same in 2023 versus 2022Less confident and might spend LESSLess confident and might SPEND THE SAMELess confident and might spend MOREThe Optimove 2023 Holiday Shopping Survey55%Source:Optimove 2023 Consumer Holiday Retail Shopping Survey130%5%10%15%20%25%30%35%40%4

38、5%40%33%26%Less confidenceThe same confidenceMore confidentIs your confidence in the economy more,less,or the same in 2023(this year)versus 2022(last year)?Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping Survey143.4.What Wins Consumer LoyaltyWinning con

39、sumer loyalty is a multi-faceted process,and our findings suggest a few key strategies for marketers:Special Treatment and Early Access to Offers Our data reveals that 87%of respondents look favorably upon receiving special treatment and early access to sales offers.A notable 45%prefer receiving suc

40、h offers 12 months before the holiday season.Do you want to be part of a group that gets offers early with your preferred retailer?13%87%0%10%20%30%40%50%How many days in advance of a holiday would you like to receive a special offer from a retailer?19%45%23%9%1%3%More than 2 months1 to 2 months24 w

41、eeks1 weekA few daysDay of the holidayYesNoSource:Optimove 2023 Consumer Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping Survey15Personalized RecommendationsPersonalization also plays a crucial role in fostering loyalty.A significant 72%of consumers expect retailers to provide perso

42、nalized recommendations based on their past purchase history,and 44%rate it as important or very important.Tailored Shopping ExperienceOur findings indicate that a one-size-fits-all approach is unlikely to yield desired results.The data suggests that consumers value a tailored shopping experience th

43、at considers their individual preferences and shopping habits.By delivering on these preferences,retailers can enhance their relationship with consumers and,in turn,foster stronger brand loyalty.10%24%28%18%20%Very importantImportantSomewhat importantNot so importantNot at all importantHow important

44、 is it that a retailer offers personalized recommendations based on past purchases or browsing history?Holiday shoppers say personalized recommendations from a retailer are important72%of consumersfind personalizedrecommendationsimportantSource:Optimove 2023 Consumer Holiday Retail Shopping SurveyTh

45、e Optimove 2023 Holiday Shopping Survey163.5.Consumers Keep the Tradition of Shopping EarlyIn their hunt for holiday gifts,2023 sees consumers starting early,with 50%commencing their shopping by the end of October and 30%beginning by September.November still emerges as the peak starting point for ho

46、liday shopping,with 39%of consumers initiating their purchases then.The number of super-early and last-minute shoppers is statistically the same as 9%will begin before August and 10%shopping in December.0%5%10%15%20%25%30%35%40%9%8%13%20%39%1%10%Before AugustAugustSeptemberOctoberNovemberDecemberJan

47、uaryWhen do you plan to start your holiday shopping for 2023?50%of consumers plan to start holidayshopping by the end of OctoberThis trend echoes our 2022 Consumer Holiday Shopping Survey results,which showed more than half of U.S.consumers(56%)aiming to get a jump on their holiday shopping by Hallo

48、ween.Acknowledging and leveraging this early shopping trend presents retailers with an invaluable opportunity to establish a competitive edge in the fiercely contested holiday retail market.Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping Survey17As for

49、what is motivating these early birds,discounted prices reign supreme,compelling 65%of respondents to shop ahead.This is followed by availability of desired items,cited as a key driver by 26%of respondents.Despite the prevalence of early shopping,over half of the consumers surveyed(54%)still reserve

50、their shopping sprees for the traditional retail peaks of Black Friday and Cyber Monday,underscoring the enduring appeal of these shopping events.0%10%20%30%40%50%60%70%80%65%26%6%3%What incentivizes you to shop earlier than normal?Discounted pricesAvailability of desired itemsReduced shipping times

51、Other 46%54%Do you plan to wait for Black Friday/Cyber Monday to start shopping?Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping SurveyYesNo183.6.Price,Price,Price,and Price Remain the Top Influencers4.Price drives trial of new brands:In consumers decisi

52、on to try a new brand,as in our previous surveys,price(80%)and quality(78%)remain dominant factors.0%10%20%30%40%50%60%70%80%90%78%52%41%10%80%What factors influence your decision to try a new brand/store over a previous one?PriceQualityProduct VarietyRecommendationsRelevant Advertisements5.Price dr

53、ives shopping at an unplanned location:Price(59%)is also the primary factor driving consumers to veer off and shop at an unplanned location.This was followed by“better product selection,”a distant second at 23%.0%10%20%30%40%50%60%70%23%10%6%2%59%What would motivate you to shop at a place an unplann

54、ed location?Better pricesBetter product selectionBetter customer serviceThe right message(offer)at the right timeNothing would make me shop at an unplanned locationThe Optimove 2023 Holiday Shopping SurveySource:Optimove 2023 Consumer Holiday Retail Shopping Survey193.Price as the top influencer in

55、shopping for holiday items:Overall,the top influencing factors in shopping for holiday items were price(69%)and quality(56%).4.Price trumps service:When prioritizing the binary choice of price versus service,consumers overwhelmingly chose price.0%10%20%30%40%50%60%70%PriceQualityConvenienceAvailabil

56、ity of discounts/promotionsCustomer reviews/ratingsBrand reputationRecommendations from friends/familyStyle/trendinessSustainability/eco-friendlinessWhat are the top factors influencing your purchasing decisions when shopping for holiday items?56%69%41%34%19%33%14%21%13%22%78%Which is more significa

57、nt to you in holiday shopping,service or price?The Optimove 2023 Holiday Shopping SurveyPriceServiceSource:Optimove 2023 Consumer Holiday Retail Shopping Survey203.7.Shopping Preferences Underscore the Importance of OmnichannelThe survey results shed light on the preferences of consumers when it com

58、es to their shopping habits.Of importance is that 55%of consumers will shop mostly online and in-store.Of note is that 32%indicated they would predominantly shop online.It means that a significant 87%of respondents expressed their intention to shop online during the holiday season.Only 13%mentioned

59、a preference for shopping mostly in physical stores.This data underscores the increasing importance of implementing an omnichannel approach,where retailers integrate their online and physical stores to create a cohesive and unified consumer shopping experience.55%32%13%Mostly onlineMostly at physica

60、l storesA combination of bothWhere do you plan to shop for holiday gifts?Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping SurveyTrust-building is a complex,ongoing process.It relies on consistently providing products or services and is underscored by tra

61、nsparent,honest communication.Swift and effective responses to customer issues or complaints can further bolster this trust.213.8.Trust is a MustAbout half of the consumers express trust in online brands,revealing a significant level of confidence in the digital marketplace.Notably,57%of respondents

62、 demonstrate confidence in the security of their personal information when interacting with retailers,highlighting the trust placed in these entities.However,this trust is not universal.Approximately 28%of consumers display apprehensions about sharing their information with marketers,signaling a nee

63、d for online brands to enhance their privacy assurance efforts.5%19%38%23%15%Extremely confidentVery confidentSomewhat confidentNot so confidentNot at all confidentHow confident are you in the security of your personal information as you shop online for holiday items?Source:Optimove 2023 Consumer Ho

64、liday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping SurveyRetailers should never take this trust for granted.Once lost,trust is challenging to regain.Hence,for retailers,the task lies in balancing utilizing consumer data for personalized marketing while respecting and ensuring privacy.Thi

65、s equilibrium forms a crucial aspect of the contemporary digital retail landscape.22Do you trust online retailers with your personal information?48%52%Source:Optimove 2023 Consumer Holiday Retail Shopping SurveyThe Optimove 2023 Holiday Shopping SurveyYesNo233.9.Being Environmentally Conscious PaysC

66、onsumer preference for environmentally conscious brands is evident in the survey data.A significant 61%of respondents consider a brands commitment to environmental causes important;notably,57%are willing to pay a premium for products from these environmentally responsible brands.This trend not only

67、underscores the value consumers place on environmental stewardship but also presents an opportunity for retailers to differentiate themselves and gain a competitive edge through demonstrable environmental commitment.Not at all important9%10%25%36%How crucial is it for you that the merchant has a com

68、mitment to the environment?Not so important20%Neitherimportant nor unimportantVery importantSomewhat importantThe Optimove 2023 Holiday Shopping Survey61%say retailers commitment to environment is importantSource:Optimove 2023 Consumer Holiday Retail Shopping Survey2443%57%Are you willing to pay a b

69、it more to a merchant that is committed to the environment?NoYesThe Optimove 2023 Holiday Shopping Survey11%22%33%14%20%Extremely importantVery importantSomewhat importantNot so importantNot at all importantHow important is it to you to purchase eco-friendly or sustainable items for holidays and tha

70、t a retailer is eco-friendly?25The Optimove 2023 Holiday Shopping SurveyRecommended Actions:Below is a list of recommendations that marketers should consider in optimizing the customer experience and drive brand loyalty:Manage Communication Frequency and Relevance:Be mindful of communication overloa

71、d and ensure marketing messages are relevant to customers interests and preferences.Personalization and relevancy in retailer communications are key to avoiding customer dissatisfaction and unsubscribing.Personalize Recommendations:Leverage customer data to provide personalized recommendations based

72、 on past purchase history.Tailor product suggestions and offers to individual preferences to enhance the shopping experience and foster loyalty.Provide Early Access to Offers:Establish a group or program that gives customers early access to sales offers.Consider offering special treatment and exclus

73、ive discounts to incentivize customer loyalty.Prioritize Customer Satisfaction:Recognize the critical role of customer satisfaction in promoting brand loyalty.Focus on delivering a positive shopping experience that exceeds customer expectations.Lead with Price:Understand that price is the number one

74、 factor in motivating consumers.Strive to offer competitive pricing while providing excellent customer service to avoid potential damage to customer relationships.Summary and Recommended Actions for Retailers26Embrace Omnichannel Strategy:Recognize the increasing importance of e-commerce and priorit

75、ize your online presence.Provide a seamless shopping experience across digital channels to cater to the preferences of the growing number of online shoppers.Capitalize on Early Shopping Trends:Acknowledge the trend of consumers initiating their holiday shopping early.Offer attractive discounts and p

76、romotions to incentivize early shoppers and gain a competitive edge in the holiday retail market.Build and Maintain Trust:Establish trust with customers by consistently delivering on promises,providing transparent and honest communication,and promptly addressing customer issues or complaints.Respect

77、 customer privacy and ensure data security.Demonstrate Environmental Responsibility:Respond to the growing consumer preference for environmentally conscious brands.Highlight your commitment to environmental causes and offer sustainable products or practices to differentiate yourself and appeal to ec

78、o-conscious customers.By implementing these actions,retailers can enhance brand loyalty,attract and retain customers,and drive success during the holiday season.The Optimove 2023 Holiday Shopping SurveyOptimove is the first Customer-Led Marketing Platform.Its solutions ensure that marketing always s

79、tarts with the customer instead of a campaign or product.Customer-led marketing has been proven to deliver brands an average increase of 33%in customer lifetime value.It is the only customer-led marketing platform powered by the combination of 1)rich historical,real-time,and predictive customer data

80、,2)AI-led multichannel journey orchestration,and 3)statistically credible multitouch attribution of every marketing action.Optimove provides industry-specific and use-case solutions for hundreds of leading consumer brands including BetMGM,SodaStream,Pennsylvania Lottery,Papa Johns,bet365 and Staples.For more information go to OSource:Optimove 2023 Back-to-School Shopping Survey27About OptimoveThe Optimove 2023 Holiday Shopping Survey