KING OF PRUSSIA, PA — Radial, Inc. has released the results of a new consumer survey that outlines shifting preferences in holiday shopping and delivery expectations. The findings highlight significant trends that retailers must address to meet consumer demands and optimize sales during the crucial holiday season.
According to Radial’s research, the holiday shopping window is becoming more concentrated, with only 27 days between Thanksgiving and Christmas this year. A substantial majority, 90% of respondents, plan to begin their holiday shopping before December 1. This shift is partly driven by a shorter holiday period and an eagerness to secure the best deals during events like Black Friday and Cyber Monday.
Shauna Bowen, Radial’s Senior Vice President of Click to Delivery, emphasized the need for brands to adapt to these changes by enhancing transparency and flexibility throughout the shopping process. “Providing clear information about product availability, delivery times, and pricing is essential to empower consumers. Additionally, faster delivery and flexible payment options can help alleviate financial concerns and improve the shopping experience,” Bowen stated.
The survey also indicates a growing expectation for faster delivery, with 29% of consumers seeking delivery within two to three days—an increase of 53% from the previous year. Furthermore, the data shows that while 45% of consumers find a three- to five-day window acceptable, only 26% are willing to wait a week or more for deliveries. The pressure is on retailers to ensure prompt and reliable shipping, as 73% of shoppers reported they would avoid shopping again with retailers who fail to meet delivery expectations.
Financial caution remains a significant factor, with 38% of consumers planning for a reduced holiday budget compared to 27% last year. Many shoppers are turning to flexible payment options like Buy Now Pay Later (BNPL), especially Millennials, 27% of whom are likely to use such services. Retailers are encouraged to offer competitive pricing and flexible payment solutions to attract budget-conscious consumers.
As the holiday season approaches, personalized services such as gift wrapping are gaining traction, with 55% of Gen Z and 52% of Millennials willing to pay for this service. This presents an opportunity for brands to enhance the holiday experience without alienating cost-sensitive shoppers.
The Radial survey underscores the importance of a comprehensive approach to the click-to-delivery experience, particularly as consumers navigate financial challenges while seeking the best deals. For retailers, adapting to these evolving demands will be crucial in securing consumer loyalty and maximizing success during the peak shopping window.
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