Holiday Shoppers Demand Digital Convenience

ALEXANDRIA, Va.—Shoppers are cautiously optimistic about the upcoming holiday season and seeking digitally enabled convenience, reports PwC. As reported at WWD.com, 86% of consumers responding to a PwC survey said they plan to spend as much or more this holiday season as they did last year (an average of $1,284), but they are being cautious. 

“High-profile job losses or even a small uptick in the unemployment rate might be enough to cause consumers to pull back on spending,” PwC reported. “A reduction in tariff rates, particularly those aimed at consumer goods could be enough to support consumer spending and avoid recession for a while longer.”

In addition, some consumers have already started their holiday shopping. Prime Day—described as a digital convenience event—was one factor, with 2% of respondents stating they had already completed gift purchases by the middle of July. But digitally enabled convenience means different things to different people.

“Ultimately, what consumers want is overall control of their shopping trips,” PwC researchers said in the report. Digital enablement gives brands the ability for consolidation and integration of customer data, inventory, payment and logistics. When digital enablement provides that control, customers see a higher level of convenience.

But in-store shopping is still valued. “Millennials, metro residents and Amazon Prime members all crave experiential retail, most likely because they’re used to shopping online and want more than a transaction when they make the effort to go to a store,” PwC reported.

When consumers were asked about what influences them when they shop, 69% said they value trustworthy brands above all else. Discussing findings on consumers’ relations to brands, the report noted, “They favor authentic, innovative brands that offer a platform for connection to others.”

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