Thirty-nine percent of consumers plan to make most of their holiday purchases in-store this year, according to the 2019 Festive Shopping Trends survey from Capgemini.
Forty percent of people aged 18 to 34 plan to spend more this year compared to last year. That age group is more likely to use "new technologies" when shopping. Twenty-three percent prefer using automated checkouts, 22% prefer in-store technologies like smart mirrors, 21% prefer mobile wallet payments and 16% prefer new methods of delivery like drones or in-car delivery.
When shopping for gifts, consumers are influenced by product quality (54%), cost-saving options like sales or discounts (54%) and product variety (50%). The survey had more than 6,700 holiday shoppers in the U.S., U.K., France, Germany and Spain.
As shoppers start their searches for this year's holiday gifts, they're looking for more than just low prices. Thirty-three percent of respondents said they'd most like retailers to maintain or reduce their current price levels this holiday season, but 21% said they're more interested in retailers offering products and packaging that are environmentally friendly. However, shoppers still have high expectations: 33% expect delivery of online orders within three working days. In a recent holiday shopping survey by Accenture, about half of shoppers said they'd be willing to choose slower delivery options or in-store pickup to lower the environmental impact of their purchases.
Younger shoppers' willingness to try new technologies indicates how retailers can strengthen their offerings in seasons to come. The use of automated checkouts and mobile wallet payments indicates that these shoppers are willing to trade personal touches at the point of sale, perhaps in exchange for greater personalization of the product selection experience. Coldwell Banker Commercial Affiliates recently found that half of shoppers would give up lower prices online in exchange for advice from in-store associates or other personalized assistance.
The role of marketplaces in consumers' holiday shopping plans may come into clearer view this season. Thirty-seven percent of shoppers in the 18 to 34 age range said they would spend the most money with a retailer that has access to multiple brands. Only 29% of that age group said they would spend the most money in stores.