Millennials Will Leverage the Highest Number of Sources to Find
CHICAGO–(BUSINESS WIRE)–As the 2015 holiday shopping season quickly approaches, consumers are
already inundated with advertisements claiming to have the “best deals
of the season.” The latest survey conducted by Market
Track, a leading provider of competitive intelligence solutions
based on comprehensive analysis of the advertising and promotional
landscape, reveals where shoppers across various age groups are looking
for the top deals this holiday season.
“Our survey results clearly indicate variations in how different
demographics are planning their holiday shopping strategy, with
Millennials leveraging the highest number of methods to look for deals
across print circulars, retailer websites, email, TV, social media and
mobile,” said Traci Gregorski, vice president of marketing at Market
Despite the suggested decline in the relevance of print promotions, the
nationwide survey of 1,000 shoppers showed evidence to the contrary,
although there is disparity among age groups. 60% of shoppers surveyed
between the ages of 21-29 and 82% of shoppers over 60-years old ranked
print circulars as one of the top media types they will use to find
sales and deals this holiday shopping season. Retailer websites followed
closely with nearly 60% of shoppers across all age groups going online
to look for sales.
While print circulars and retailer websites were ranked as the top two
media types shoppers will use to find deals, the survey also found that
TV is a major driver across all age groups. Over fifty percent of
respondents listed television ads as a resource.
“Retailers are offering significant savings earlier than ever and as a
result shoppers are becoming conditioned to look for sales across all
channels well ahead of Black Friday,” continued Gregorski.
“Cross-channel competition makes it more difficult for retailers to
reach all audiences if they take a ‘one-size fits all’ approach. Also,
with the digital channel being used as a reactive mechanism due to its
agility, there will be increased pressure to have competitive visibility
from the shopper’s point of view.”
The survey also found other significant holiday shopping consumer
In-store versus online: The majority of survey respondents plan on
shopping in-store at Walmart this holiday season followed closely by
Target. Amazon ranked first for online shopping, followed by Walmart,
then Target. Jet.com ranked last out of the 15 retailers included in
Buy online, pick up in-store is increasing in popularity: 44% of
shoppers across all ages plan to purchase something online to be
picked up in-store, with those in the 30-39 group having the highest
propensity to leverage this option.
Webrooming trumps showrooming: 78% plan to do research online then go
buy the product in-store, while only 50% of shoppers plan to use their
smartphones while in-store to compare prices at other retailers.
Millennials are most likely to practice showrooming: While shopping
in-store, 65% of Millennials will use their smartphone to check prices
from other retailers, compared to only 20% of those over 60.
Younger shoppers are most socially influenced: Over half of those
21-29 will use social media to research gift ideas and find deals
while holiday shopping, compared to less than 20% of those 60 and over.
Overall, whether in-store or online, best prices were cited by the
majority of respondents as the deciding factor, with selection and
positive past experience also playing a large role in driving where
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.
The Pollack PR Marketing Group