New survey contrasts shopper behavior, retailer expecations

DURHAM, N.C. — New research from Bronto Software and Ipsos is offering insights for retailers about what shoppers want from their experience this holiday season. The data comes from a survey of 1000 shoppers and a separate survey of 100 leading retailers.

One of the most notable bits of data from Bronto’s report is that 52% of shoppers don’t plan to make a holiday purchase until October or November, despite the 53% of retailers who start their holiday campaigns in September or earlier. Bronto points out that inundating consumers with marketing too early can lead to a drop in engagement or sales when it matters most. 

"More consumer choices and multi-channel purchasing options have disrupted the traditional timing of holiday shopping," said Jim Davidson, head of research at Bronto. "Retailers must understand when and where their customers are shopping and what promotions resonate with particular demographics. Our research confirmed some assumptions and uncovered a few surprises.”

Among the surprises is likely the way that consumers plan to use their smartphones this holiday season. More than 60% of retailers expect shoppers to use their mobile device to look up return and exchange policies. But only 19% of shoppers will do that, instead 65% will look for coupons and promotions, 63% will check the store’s online prices and 61% will price the same item at other stores. 

Another bit of insight provided shows that if retailers are looking to boost sales, they may need to sweeten the pot for shoppers, as 39% of shoppers won’t shop somewhere that doesn’t offer free shipping, even though only 28% of retailers surveyed plan to make that part of their holiday sales repertoire. Additionally, even though 70% of retailers think door-buster deals are effective, only 28% of shoppers are interested.