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07/25/2019

Survey: How popular are mobile devices with holiday shoppers?

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As part of their holiday prep, retailers may want to bolster their mobile customer experience.

According to results of a survey shopping rewards app Shopkick conducted among nearly 30,000 users, 84% of respondents will rely on their phones to research, compare prices, find inspiration, read reviews, and more during their 2019 holiday shopping. Half of respondents, across generations, plan to do the bulk of their holiday shopping at brick-and-mortar retailers.

The following results also stood out as major trends in the 2019 holiday shopping season:

• Only 3% of respondents plan to do the bulk of their shopping on Cyber Monday. Instead, shoppers plan to check items off their lists before Thanksgiving (35%), between Black Friday and Cyber Monday (23%), and on Black Friday (19%).

• While the majority of respondents will do most of their holiday shopping at big-box retailers like Target or Walmart (53%), one-in-five plan to find gifts via Amazon.

• Nearly 30% of respondents plan to shop in-store for their holiday goods because they find better inspiration in person versus online. Others shop physical retail for easy price comparisons (25%), overall convenience (20%), and to browse a wider variety of product options (14%).

• One-third of shoppers (33%) plan to spend $301-$600 on holiday purchases. Another third (31%) plan to spend $100-$300 and 16% plan to spend $601-$900.

• Forty-two percent of respondents say low prices are the most important incentive, followed by free shipping (31%), rewards programs (10%), and easy returns (6%).

• Shoppers will spend more on electronics than any other category, including toys, apparel, and accessories (34%, 21%, 20%, and 8%, respectively).

Across generations, several trends appeared, including:

• Baby Boomers and Gen Z lead the in-store charge, with 54% and 55%, respectively, saying they will do the majority of their holiday shopping at brick-and-mortar locations.

• Gen Z are the most likely to shop on Black Friday (74%), while millennials are the most likely to shop on Cyber Monday (68%).

• Gen Z are the most likely to shop on Thanksgiving Day (41%) and more than four in five plan to do so in physical stores (83%).

• More millennials (32%) plan to do the majority of their holiday shopping on mobile phones. Meanwhile, Gen Z is the most likely to use their phones in the aisle (76%).

• Of all generations surveyed, Gen X plans to spend most on electronics, followed by Gen Z (40% and 35%, respectively). Millennial spending tops out with toys (30%).

• Gen Z is the most likely to factor the effect of tariffs into their holiday spending (57%).