15 Important Stats About Consumer Habits at the Holidays

Stakes are high during the holiday season. Now is the time to get a head start on the competition and arm yourself with data and insight on consumer habits during the holidays so that your brand comes out on top this season. To help you prepare, we’ve compiled some of the most powerful stats we could find on consumer behavior during the holidays.

Take some time to consider what this data means for your brand’s marketing plan. How does the increased use of tablets affect your holiday advertising? Do you know the best time to send an email that is most likely to convert to a purchase? Have these discussions now so your brand can be more strategic and more likely to come out on top during the holidays.

Here are 15 of the most impactful stats on consumer’s holiday habits:

  1. About 40% of consumers begin their holiday shopping before Halloween. (Marketing Pilgrim)
  2. 35 million consumers shopped on Thanksgiving Day in 2012, compared to 29 million in 2011. (NRF)
  3. Consumers who shop in November spend 14% more than the average shopper in December. (Leineriza)

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  4. In 2012, shoppers spent almost $30 billion online between November 1 and December 7. (ForeSee)
  5. Two to three weeks before Christmas (Dec 2-8) sees a major spike in searches for Christmas Party & Holiday Party Ideas. (Google Trends)
  6. 37% of party hosts to look social media for party snack recipes. (Punchbowl.com)
  7. Almost two thirds of party hosts buy snack food for the occasion the week of the event. (Punchbowl.com)
  8. Click through rates on paid search ads increased 26% YoY in the 2012 holiday season over 2011. (Business2Community)
  9. In 2012, 75% of shoppers used Facebook to search for discounts. (Webs)
  10. In 2012, 60% of women planned to use Pinterest to search for gift-buying ideas. (She Speaks)

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  11. 77% of tablet shoppers made a purchase based on a free shipping offer. (MDG Advertising)
  12. 41% of smartphone owners have made a purchase in response to an email offer viewed on their phones. (Hubspot)
  13. 62% of mobile device owners use their phone to compare prices or make purchases during the holiday season. (Internet Retailer)
  14. Consumers spend an average of $43.75 per gift card and $156.86 overall on gift cards during the holiday season. (National Retail Federation)
  15. More than 1 in 4 digital gift cards purchased are between the 21st and 24th of December. (Gift Card Granny)

Download the complete white paper for 15 more facts and figures on how shoppers use social media during the holidays, the best time to send an email, when consumers look to brands for ideas, and more.

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