Celigo survey flags cultural shift as consumers head online in a race to finish Christmas shopping

Celigo has released research highlighting evolving shopping behaviour as Christmas approaches.

Its findings reveal, not just a significant shift from high street to online shopping, but also changes in the culture of Christmas shopping.

Where it was once an event in itself, now, 52% of shoppers spend six hours or less on holiday purchases, with nearly 20% spending just three to four hours. This demand for speed is driving shoppers from high streets to the internet, and from independent retailers to marketplaces and social channels.

Celigo surveyed 4,000 global consumers across the UK and North America about their 2024 holiday shopping plans. It found just 23% intend to do the majority of their shopping in physical retail stores while 49% will use their mobile phones for purchases.

The reasons given for the move included convenience (77%), product availability (51%) and speedy delivery (49%). 

73% of global consumers will shop at online marketplaces this year, and 90% of those will rely on Amazon to fulfil their gift giving needs. Only 58% will shop online on brand/retailers’ websites. 

Given 61% of survey respondents cited product cost as the number one factor when shopping for Christmas online, it perhaps shouldn’t be a surprise that so many gravitate to online marketplaces. They are often seen as more competitively priced than physical stores, as well as having regular sales.

But there are still opportunities for independent online shops to ‘win’ over marketplace giants. When asked what online retailers can do to become more attractive to them, holiday shoppers said free shipping (72%), loyalty points (42%) and personalised offers (39%).

Mark Simon, Vice President of Strategy at Celigo, comments: “To attract shoppers this holiday season, retailers must deliver a shopping experience that meets the expectations of today’s busy, price-conscious, and digitally savvy consumers.”

“Our data shows they want a fast, easy, and convenient shopping process. Retailers should focus on ensuring timely delivery, embracing omnichannel strategies, leveraging tools, such as AI, for personalisation, boosting mobile e-commerce, and optimising operations to offer free shipping.”

“These strategies will help them attract and retain customers during the competitive Christmas season.”

The move to online shopping is further driven by the rising purchase power of Generation Z and younger consumers who use their mobiles to shop, not just on marketplaces and branded stores, but through social media platforms.

When asked about social media channels, 47% said they will shop through Facebook, while 46% will leverage TikTok and 45% will use Instagram.  

Simon adds: “The lingering effects of the global recession and the pandemic have transformed Christmas shopping, permanently reshaping the landscape. No more are the days of long afternoon excursions to city centres and high streets, where children can visit Father Christmas while their parents shop.”

“Today, the surge in online, social shopping and mobile devices highlights the critical importance of omnichannel strategies, especially with generational shifts. This huge cultural change shouldn’t be a negative.”

“In fact, it’s a great opportunity for online retailers ready to support busy, price conscious, and digitally savvy shoppers.”

2024 RTIH INNOVATION AWARDS

Omnichannel retail is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.