[New Report] 89% Don’t Know Where They’ll Shop For Holiday 2016

It’s that time again! The holidays and the holiday shopping season are fast approaching.

But even though Santa’s global journey is still about three months away, shoppers are gearing up for an early holiday shopping season.

In a new Perk IQTM survey, over half of respondents claimed that all their holiday shopping would be completed by the first week of December. Only one in three shoppers will be making any purchases in the week before the holidays.

So savvy brands and retailers will get their messages out early. And there’s a clear advantage to those holiday marketing early birds.

Even though people know when they will do their shopping, they’re still not sure where. Only 11% have decided where they will do all their shopping this holiday, meaning that nine in ten people still have decisions to make.

How do you get them to buy their gifts from you?

It’s important to consider which messaging channels work during the holidays. Gift ideas come from a number of sources, but there were clear leaders of the pack last year. Online research was the top source of holiday shopping influence in 2015, followed very closely by TV ads, word of mouth, and online ads.


We don’t have to tell you how important the internet is for shopping. But just in case you needed a reminder, did you notice how both online research and paid online ads topped the list?

68% of respondents claimed that online ads would be helpful to think of new gift ideas or shopping locations this year. We expect holiday shoppers to research and buy online in record numbers this year. Make sure your online and mobile messaging is ready to meet your shoppers where they are.

Interesting in-store insights emerged too. If your goal is to get shoppers into brick-and-mortar this holiday, 9 out of 10 people who plan to shop exclusively online said that a discount or promotion would convince them to shop in a store. Ease of shopping and a large in-stock selection are also motivators, reaching 55% and 49% respectively.

To view the full results of the Perk IQ holiday survey, click here to get the PDF.