Alexandria, VA, April 6, 2021 – Silverback Strategies, a high-performance marketing agency, conducted a research study to help the retail industry understand consumer buyer behavior so they can make more strategic marketing investments to acquire new generations of buyers.
Between Christmas and New Year’s Day 2021, Silverback Strategies surveyed 1,048 consumers about their holiday shopping experience providing a unique look at actual buying behavior of holiday shoppers during the global pandemic.
Here are some of the key findings:
-83% of shoppers purchased online during the 2020 holiday season; for consumers who spent more than $500 on holiday gifts, that number jumps to a staggering 94%. Not all these website users went exclusively to ecommerce giants like Amazon. In fact, more than half of consumers who purchased gifts online said they visited a retail store website.
-75% of shoppers traveled to a physical store location. Despite the COVID-19 pandemic, retail stores still saw considerable foot traffic. Of this group, nearly 80% made traditional in-store purchases. Others took advantage of curbside pick and buy-online-pickup-in-store to skip the lines and maintain a safe social distance—behavior that could remain after the pandemic subsides.
-45% purchased a product online after they saw it in store. The research findings suggest “purchase intent,” or how likely a buyer considers a purchase at a given time, was higher in-store than online. This was particularly true of certain product categories, like jewelry and watches, where buyers were nearly 30% more likely to consider buying at a retail store compared to online.
“The creativity and innovation shown by retailers during the COVID-19 pandemic has been remarkable,” said John Tyreman, Director of Marketing at Silverback Strategies. “Buyers have become accustomed to buying online and picking up in-store or curbside. Now, they expect a seamless user experience both online and in-person for every purchase.”
In addition, the study also answers questions like:
- Where did shoppers go to find inspiration for gifts?
- What were the primary concerns when shopping for holiday gifts?
- What were the top product categories to be purchased online after an in-store visit?
The 2021 Shopper Study: The Modern Customer Journey Includes Both Retail and Online can be downloaded here: https://www.silverbackstrategies.com/whitepaper/2021-shopper-study/ and here’s a blog about it here: https://www.silverbackstrategies.com/blog/retail/2021-shopper-study-3-key-findings-mid-market-retailers-should-know/?nonitro=1
About Silverback Strategies
Silverback Strategies is a high-performance marketing agency located in the heart of Alexandria, Virginia’s historic Old Town. It supports businesses whose success relies on measurable growth. The agency provides industry-leading search, social media and content marketing experts that work closely with in-house creative and analytics resources to meet ambitious goals. Silverback clients are partners who enjoy full access to their agency team, face-to-face conversations and campaign reporting at the cadence they prefer. To learn more, visit: https://www.silverbackstrategies.com/
Press Contact:
Lana Sansur [email protected] 301-978-1772