Study: COVID-19 Won't Hurt Consumer Holiday Shopping
July 13, 2020
of a consumer insights study which surveyed
1,000+ consumers across the United States
eyed holiday shopping plans. Radial
uncovered that despite the impact of
COVID-19, shoppers do not plan to
significantly change their holiday spend
compared to 2019. However, the data did
reveal a stronger preference for online
shopping, with 66% of shoppers anticipating
they will increase their online purchases
during the 2020 holiday season.
Specifically, the survey found:
Despite the impact of the pandemic on delivery times, 41% of shoppers say they don't plan to shop any earlier for holiday gifts, meaning that retailers will have no break between the current COVID-19 ecommerce climate and the already overwhelming holiday peak season rush. Retailers should not expect order increases to be stretched out over longer periods of time due to savvy shoppers getting ahead of the game.
39% of shoppers plan to start shopping for the holidays in October into early November, and 30% plan to start on Black Friday/Cyber Monday.
The majority of consumers surveyed plan to spend the same as last year on holiday gifts, meaning retailers should expect similar or higher order volumes as previous years.
63% of shoppers say they are slightly or very much more likely to purchase from a retailer they knew was following COVID-19 safety precautions in-store.
pressure is on for retailers to meet the
demands of the holiday season, but there is
some good news: consumer expectations have
eased up in terms of what's an "acceptable"
delivery time. While a Radial survey in 2018
found that in the U.S., over a third of
consumers (34.6%) expected to receive
packages in two days or less, this 2020
survey found only 14% expect their holiday
gifts within two days. What is considered a
reasonable timeframe for holiday gift
deliveries has shifted, with 50% of
respondents saying 5 days for delivery is
reasonable, and 28% stating one week was
acceptable. This leeway in delivery
expectations will allow retailers to focus
on implementing practices that prioritize
COVID-19 safety precautions and help them
manage the influx of orders.