Bazaarvoice: Pressure’s on retailers to deliver this holiday season
Almost two years on, the holiday season is slowly becoming immune to Covid-19, according to research by Bazaarvoice.
The provider of product reviews and user generated content solutions surveyed 6,011 consumers from the UK, US, France, Germany, Australia, and Canada.
Despite 37% of UK consumers admitting their planned holiday spend has been impacted by the pandemic, 81% are still planning to buy gifts as normal this year.
60% will spend the same amount over the holiday season as last year, while 15% will indulge those around them and spend more.
The most important factor consumers will consider when buying gifts this year is cost (59%). This is followed by getting good value (52%) and whether the product is in stock (43%).
This has become particularly important as Brits grow nervous about how recent supply chain difficulties will affect store shelves.
As such, brands and retailers need to start decking their halls as soon as possible; 31% of respondents said they’re starting their holiday shopping earlier this year, while 52% said they’re starting at the same time as usual.
In fact, 52% will have already started their holiday shopping by now, with 25% having planned to kick off their spending in October alone. 36% still plan to start in November, and just 13% said they’re going to put it off until December.
Despite the re-opening of physical retail in the second half of this year, the holiday season will still see the impact of the pandemic induced surge in e-commerce. 55% of respondents said they’re shopping online now more than they were pre-Covid.
This is also reflected in where respondents said they will be purchasing holiday gifts this year, with in-store becoming less of a priority; while 60% shopped at a physical store for holiday gifts in the past, only 53% will do so this year, a 7% drop.
The change was inverse for online; while 62% said they holiday shopped on a brand or retailer website with home delivery in the past, 67% would do the same this year, a 5% increase.
When deciding between two gifts, price (66%) is again the biggest factor, however knowing the product will meet expectations is also a priority, with customer reviews (39%), the product rating (28%) and description (27%) next in terms of importance.
This year, UK consumers are planning to purchase fewer physical products (i.e. clothes, perfume, toys) than they did in 2020 (down by 2%), in favour of buying more experiential gifts such as concert tickets and trips (up by 7%) and services such as massages and facials (up by 3%).
“There’s a lot of pressure on brands and retailers to deliver this holiday season, particularly after last year’s retail closures during the golden quarter. Concerns over delivery times and stock availability are very real and consumers are preparing well in advance to ensure there will be no dramatic impact on celebrations,” says Ed Hill, SVP EMEA at Bazaarvoice.
“Covid has driven shoppers online, and they like it there, but to truly capitalise brands and retailers need to ensure their digital offerings are simple, efficient, and filled with inspiring UGC.”
“During this period, as we wait for the larger holiday campaigns and Christmas television adverts to be launched, it’s especially important to ensure a strong UGC strategy is in place, that provides consumers with all the relevant information required to make an informed decision and to help give them the confidence to purchase.”
