Unwrapping the 2016 Holiday Shopper

Holiday 2016 is fast approaching and so is an eager crowd of highly connected consumers. According to eMarketer, total 2016 holiday season  sales are predicted to increase just 3.3% over last year, while e-commerce sales specifically will rise 17%. This year, retailers must up the ante across their digital channels to earn the recognition – and wallets – of consumers.

According to a recent survey of 1,500 U.S. consumers conducted by Signal, shoppers this year will browse for and purchase gifts across all channels. The primary way holiday shoppers browse for gifts is on a desktop or laptop (36%), but the most frequent way consumers purchase gifts is in stores (33%). Additionally, about 1 in 5 consumers primarily browse via mobile devices, 8% use smartphones and 7% use tablets as their primary way to make holiday purchases.

Signal uncovered another crucial behavior of the 2016 holiday shopper. Of those surveyed, 42% say Amazon is the main retailer where they purchase gifts. Of course, this doesn’t mean retailers need to become Amazon to succeed. In fact, 40% of consumers say Amazon is not their first choice when it comes to holiday shopping. To learn more about the 2016 holiday shopper and uncover strategies to stay ahead of the curve this year, check out Signal’s latest infographic below. Then, download our special report “The Amazon Threat &  The Facebook Trap” to learn how to win customer attention and loyalty this holiday season.