Finish-of-year holidays are right here! Planning is already nicely underway, and now it’s all about executing on advertising plans, website changes, and different ending touches on-line and in-store. Our third annual “Vacation Prep” weblog sequence kicks off as we speak, beginning with insights from my colleague Jitender Miglani concerning the $9.2 billion forecasted festive season in India that’s underway now.
What recommendation are you able to count on on this sequence? Over the approaching weeks, my Forrester colleagues will advise you on subjects from utility safety and bot administration to shopper “confidence” measures, advertising techniques, and far more.
Within the meantime, a number of (early) insights into shopper eager about the 2021 vacation season, from Forrester’s September 2021 Client Power Index And Retail Pulse Survey:
- Anticipated 2021 vacation budgets. One-quarter of US on-line customers surveyed in September count on to spend extra this vacation season than final (2020). One other two out of 5 count on to spend about the identical quantity once more. Amongst UK on-line customers, just below one in 5 count on to spend extra this 12 months, and one other 45% anticipated spending being about the identical as final 12 months.
- High concerns for vacation consumers. Over one-quarter of each UK and US on-line customers say they’ve much less cash to spend this 12 months than final. Absolutely one-quarter of UK and US customers plan to search for extra environmentally pleasant/sustainable merchandise to offer as presents. Plus, they plan to actively look to purchase from retailers and types which are clear about their company practices.
- Digital continues to be vital for retailer purchasing. Nearly one-third of US web shoppers count on to test on-line whether or not an merchandise is on the market within the retailer earlier than going into shops, as will one in 4 UK web shoppers. And one-quarter anticipate utilizing digital and contactless funds in-store greater than they did final 12 months.
Keep tuned for extra vacation insights within the coming weeks! And please let me know if in case you have any questions — Forrester purchasers, my fellow analysts and I are joyful to talk with you by way of inquiry. Wishing you a really profitable end-of-year vacation season!