From supply chains to in-store shopping, the 2020 holiday season is going to be drastically different compared to previous years. The holiday season is a critical period for many retailers and brands. Though online shopping has been growing for a while, it has been significantly accelerated by the pandemic.

An increased focus on health and safety, combined with financial concerns, is shifting the way consumers spend their holiday budget—leaving advertisers wondering what the 2020 holiday season look like and how they can effectively reach consumers based on their new buying behavior.

When Will Holiday Shopping Start?

Black Friday has long been considered the unofficial start to the U.S. holiday shopping season, though retailers have been pushing holiday advertising and promotions earlier for the last decade or so in an effort to maximize sales in an increasingly competitive retail space. This year, 59% of consumers will start their holiday shopping before the 1st of November.¹

How Will Consumers Shop?

Safety concerns, convenience, and preference for online shopping driven by increased usage in recent months are top reasons that consumers are choosing to do holiday shopping online. 85% of U.S. consumers now expect to do most or all of their holiday shopping online, with 48% intending to do so via their mobile device.²

The COVID era has led to a significant increase in curbside pick-up shopping, both in terms of demand and the volume of retailers offering it. Contactless and cross-channel shopping options have become a necessity for retailers.

Rethinking Media Strategies

Understanding buying intent is going to be critical this holiday season. As the holidays quickly approach, marketers need to ensure they are reaching the right audiences with messaging that will turn (virtual) window shoppers into buyers.

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Sources:

1. Dynata/ChannelAdvisor survey: 1,001 active U.S. consumers across all age groups, states, and ethnicities, August 2020.
2. IAS, August 2020, Consumer Study on Holiday Shopping Habits.
3. Deloitte’s annual holiday retail forecast
4. PowerReviews Holiday Consumer Survey 2020
5. Dynata/Redpoint Global survey: 1,000 general U.S.-based consumers over 18 years of age