As the holiday shopping season approaches, understanding consumer preferences is crucial for retailers looking to adapt and thrive. 

Celigo’s recent survey of 4,000 global consumers sheds light on the evolving landscape of holiday shopping, revealing insights into how technology, generational differences, and consumer expectations shape this critical time for businesses. 

Get the full 2024 holiday shopping report here. 

Holiday shopping: 2024 key findings

U.S. consumers have higher expectations for their holiday shopping experience in 2024, expecting online retailers to offer in-stock merchandise, fast delivery, and better service.

Key findings:

• Most adults will spend less than $1,000 on gifts overall and shop in under six hours.
• Clothing is the most popular holiday gift, with 56% of shoppers searching this out.
• 28% of shoppers are unsure where they’ll spend most this season.
• 72% of shoppers identified free shipping as the #1 factor that makes an online retailer more appealing.

What else did we find? Here are five takeaways from the survey that illustrate the trends ecommerce retailers must consider to win over holiday shoppers this year.

1. Omnichannel shopping is here to stay

The survey underscores the growing importance of omnichannel strategies. While digital shopping methods are preferred by many consumers, a notable 28% of global shoppers are still undecided about where they will primarily spend their holiday budget, indicating a solid interest in the physical shopping experience. The data reveals that younger generations are especially drawn to in-store events, with 64% of 18-24 year-olds and 54% of 25-34 year-olds planning to attend Black Friday events. This highlights the necessity for retailers to provide a consistent and connected experience across all marketing channels, from websites to social storefronts.

2. Generational gaps in shopping preferences

A significant finding pertains to the distinct shopping behaviors across generations. Younger shoppers, particularly those aged 18-34, are more likely to embrace mobile and social shopping options. Notably, 67% of 18-to-24-year-olds report using their mobile devices for holiday shopping, as opposed to just 26% of those over 65. Moreover, 42% of younger shoppers intend to use social media platforms like TikTok and Instagram for gift purchasing, while a mere 4% of those over 65 plan to do the same. Retailers need to tailor their marketing strategies to engage these diverse age groups effectively.

3. Preference for personalization

The survey highlights the growing demand for personalized shopping experiences. 52% of shoppers aged 18-24 and 50% of those aged 25-34 emphasize the significance of personalized offers compared to only 36% of those in the 55-64 range. Retailers should leverage data insights to provide targeted promotions and recommendations that resonate with their customer demographics. By using AI-driven technologies to create a holistic view of customer preferences and behaviors, brands can enhance the shopper experience and drive sales.

4. The effectiveness of traditional advertising

Despite the shift towards digital, traditional advertising methods still hold significant sway over consumer decisions. The report found that 29% of global consumers read promotional emails during the holiday season, while 28% pay attention to seasonal television commercials. Additionally, a robust 48% of shoppers in the U.S. plan to participate in in-store holiday shopping events this year. This demonstrates that integrating both modern and traditional advertising strategies can create a more comprehensive approach that captures a wider audience.

5. Challenges around gift returns persist

Holiday shoppers are still facing frustrations when it comes to returning gifts. Nearly half of global consumers expressed intent to return at least one item this holiday season, citing top challenges like the lack of free return shipping (30%) and missing gift receipts (27%). Retailers are urged to streamline their return processes to enhance consumer satisfaction and loyalty. Offering clear policies, easy return shipping options, and prompt customer service can significantly mitigate these frustrations—and win over consumers this holiday season. 

A push for omnichannel

With consumer preferences continually evolving, retailers must stay agile and responsive to market trends. The data gleaned from this holiday survey provides valuable insights that can shape effective strategies for the upcoming season. By embracing omnichannel selling, recognizing generational preferences, prioritizing personalization, leveraging traditional advertising, and streamlining return processes, retailers can enhance their chances of success this holiday season. Adaptability is key, and those who can navigate these changing tides will emerge as leaders in a competitive marketplace.

Get the full 2024 holiday trends report here.