Market Track Study: Shoppers Getting a Jump on 2015 Holiday Shopping

83% of Shoppers Report That They Will Begin Holiday Shopping on or
before Cyber Monday

CHICAGO–(BUSINESS WIRE)–Every year the holiday shopping season seems to start earlier than the
year before. New data from a survey conducted by Market
Track, LLC
, the leading provider of advertising, promotional, brand
protection and pricing intelligence solutions in North America, reveals
that once again shoppers will be getting a head start on their 2015
holiday shopping.

In a nationwide survey of 1,000 consumers, 83% of shoppers said they
plan to do the majority of their holiday shopping on Cyber Monday or
earlier. Thanksgiving discounting by retailers is training consumers to
shop earlier: Market Track found that this year 41% of shoppers surveyed
plan to shop online on Thanksgiving vs. 11.1% that did so last year,
while 36% intend to shop in-store on Thanksgiving this year vs. 23% last
year.

The survey also predicts that Black Friday will be the dominant day for
in-store shopping, with 53% of shoppers reporting that they will shop
in-store vs. 29% in 2014. Further, Cyber Monday is predicted to win the
online shopper with 69% of shoppers reporting that they will shop online
that day this season.

“This holiday shopping season, shoppers will have more options to shop
where and how they want than ever before and they won’t be forced to
fight the crowds in-store during a single day event to get the best
deals,” said Traci Gregorski, vice president of marketing at Market
Track. “The gap will close on price differences offered online and
in-store, and there will be a move toward retailer messaging that
emphasizes making things easy for the shopper such as buy online,
pick-up in-store, free shipping on out of stock merchandise, and faster
delivery for online orders.”

The survey results indicate that shoppers will be on the hunt for deals
everywhere. 74% of shoppers will turn to print circulars to find deals
this holiday, 56% will browse retail websites, 51% will catch sales in
TV advertisements and 44% will refer to email promotions that hit their
inbox. Additionally, 85% of all shoppers are expected to research prices
online and then buy in-store, a figure that is up from 54% last year.
Electronics, small appliances, and toys/games will be the most heavily
compared products online.

Additionally, the survey revealed that 84% of shoppers plan to shop on
Amazon, citing low prices as their reason for shopping at the e-retail
giant. 12% plan to shop at newcomer Jet.com this holiday.

Based on the survey, the researchers at Market Track predict the
following trends will prevail in the 2015 holiday shopping season.

  • Jumping the gun: Look for an increase in “Doorbusters,” “Best deals of
    the season” and “Don’t wait for Black Friday” messaging to take demand
    out of the market for hot holiday items starting as early as October.
  • Dare to compare: The increased promotion of bundled and layered offers
    as well as owned and exclusive private label product lines will make
    it hard for consumers to do direct comparisons based on price and
    product features alone.
  • Back to basics: Tried and true traditional push media, such as
    circulars, TV/radio advertising and email marketing, will continue to
    be primary tactics used heavily by retailers to draw shoppers to their
    stores, leveraged in combination with new media and in the moment
    advertising.
  • Mobile and social’s impact becomes meaningful: A focus on enhanced
    user experience and ease of transacting in social and mobile will
    increase sales results, in addition to continuing to play a large role
    in terms of influence on transactions.
  • Driving traffic through the experience: Retailers will focus on
    creating events and experiences to drive in-store traffic, such as
    Toys R Us creating a play experience where kids can play with the hot
    holiday toys in-store. Retailers will also differentiate from online
    shopping by stressing the “try before you buy” concept, and will
    create excitement through in-store events such as drawings,
    sweepstakes, and chances to win prizes and gift cards.

About the Survey

Market Track conducted a survey of 1,000 shoppers. Shoppers were asked
about their own holiday shopping behaviors. Survey respondents
represented even distribution across gender and representative sampling
across age groups.

About Market Track

Headquartered in Chicago, Illinois, Market Track is the leading provider
of subscription-based advertising, brand and pricing intelligence
solutions in North America. Through monitoring trade and promotional
advertising, pricing and e-commerce activity, brand protection and
competitive advertising activity, Market Track provides the most
comprehensive coverage of key media channels available. Offered via
web-based software-as-a-service platforms, Market Track’s solutions
enable advertisers, agencies, retailers, and manufacturers of consumer
goods to efficiently monitor and analyze causal data, creative
execution, and ad spending to maximize the value of their marketing
campaigns. Clients use Market Track’s capabilities to determine how
competing retailers, products and brands are being advertised, priced
and promoted both in-store and online. The company’s granular creative
assets and data cover nearly every retail trade class, product category
and media channel. For more information, please visit, www.markettrack.com.

Contacts

The Pollack PR Marketing Group
Stefan Pollack/Megan Gallagher,
310-556-4443
spollack@ppmgcorp.com
mgallagher@ppmgcorp.com