Shoppers are ready to venture back into stores to do their Christmas shopping, according to the latest research.
While the pandemic has caused a surge in online shopping, a new Oracle Retail survey shows that nearly 31 per cent plan to do most of their shopping in-store (among the highest of any country) with 43 per cent planning to split purchases between online and bricks and mortar shops.
Still another 14 per cent plan to make it as close as the parking lot, opting to retrieve orders ‘click-to-collect’. And, despite the challenging year, 57 per cent of consumers expect to spend the same or more on holiday shopping than they did last year.
Mike Webster, senior vice president and general manager, Oracle Retail says the holidays promise to test a retailer’s ability to serve customers how and where they want to shop.
“With customers shopping both online and in-store, and taking advantage of new retrieval options such as curbside pick-up and ‘buy online pick up in-store’, retailers are going to have to be firing on all cylinders to meet customer expectations in an already difficult environment,” he says.
So what tops the wish list for shoppers? It seems 37 per cent will be spending more on gift cards and 20 per cent plan to spend more on apparel and necessities. Electronics (17 per cent), sporting goods and luxury items (12 per cent) round off the list.
“With more consumers avoiding returns, redeeming gift cards will be the next big opportunity for retailers to engage customers and extend sales post-holiday,” notes Webster.
Home delivery is still the top choice for shoppers (68 per cent), however, this could present a delivery nightmare as shipping times will naturally get extended due to volume. Fourteen per cent say they are willing to buy online and pick up curbside, while 18 per cent prefer online and pick up in-store.
“Every parent nervously waiting for their child’s holiday gift to arrive will attest that transparency from retailers is an absolute must. Brands have to have the systems in place to communicate with customers every step of the way―from ordering through to delivery.”
