Consumers Are the Real Influencers: Trends to Amplify Consumer-generated Content

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The holidays are upon us. It may be the most wonderful time of the year for companies looking to capitalize on a shopping season that is expected to bring in nearly $700 billion in sales in the United States. Retail players will seek to optimize the customer experience across all channels, as a less than ideal user experience can be a costly mistake to make during the high-stakes holiday shopping season. Last year, holiday spending rose 5.5% year-over-year to $691.9 billion, and online spending grew even faster , up 11.5 % in 2017 vs. 2016. Across our network of 6,000 brand and retailer websites, mobile accounted for more than half of online traffic to most product categories during the holiday season last year .

While online and mobile shopping will likely continue to grow this year, it would be remiss to overlook the in-store experience. In a recent study of 2,500 US consumers with Wakefield Research, 96% of consumers said they plan to do at least some of their shopping in-store in the coming season. While consumers shop Whatsapp Mobile Number List in-store year-round, it's especially critical during the holidays, as shoppers have certain expectations of the in-store experience. The holiday spirit is alive and well Despite the steady increase in online shopping year over year, there are still many unique elements of the in-store experience that simply cannot (yet) be replicated online. This is especially true during the holidays, when shoppers are ready to brave the holiday crowds to get into the holiday spirit and participate in festive activities.


According to our survey, 42% of respondents cited the holiday spirit as a reason for wanting to shop in-store during the season. Additionally, a staggering 88% said that holiday decor and/or festive events, such as ice skating or a visit from Santa, are important to them when shopping in physical locations. Brands and retailers can leverage this sentiment as part of their brick-and-mortar strategy. From festive displays to holiday-themed music playlists and in-store events, there are a variety of of ways to draw shoppers into the store. Last year, Walmart announced an ambitious plan to hold 20,000 in-store parties in November and December through its "Rock this Christmas" campaign.Even something as small as offering shoppers a cup of hot chocolate while they browse or free holiday gift-wrapping stations go a long way in spreading holiday cheer to your in-store shoppers. in-store experience holiday.