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Holiday Shopping Study: Marketers Out of Sync With Consumer Buying Habits

A new report released today by Yesmail shows that marketers aren’t keeping up with changing consumer shopping habits heading into the critical holiday season.

holiday spending graph

By comparing the results of a consumer survey with the e-mail and social media campaigns of brands such as Apple and Walmart, Yesmail identified where marketers are dropping the ball.

Some key findings:

  • Only 5 percent of email promotions are sent during peak online shopping periods.
  • Brands aren’t using Facebook and Twitter to offer promotions, even though 34 percent of shoppers have been influenced by a social media deal.
  • Three-quarters of consumers own smartphones or tablets, but only 19 percent make mobile purchases.
  • The practice of “showrooming” is common – 62 percent of consumers have used a mobile device to compare web product prices while in a store.

The research offers insight into how online deals, social media promotions and mobile devices will influence shoppers this holiday season. You can view the full report here (requires an opt-in).

Posted By: Scott Hardigree of Indiemark, an email marketing agency.

Scott Hardigree
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