During the hustle and bustle of the holiday season, consumers don’t tend to shop how they would on a normal day. Their time is stretched, they have shopping lists to check off and while they’re always looking for the best deal, they tend to spend more than usual.
Despite these nuances, the holiday season is a prime time for new trends to emerge. In 2011, for example, the term “Couch Commerce” first emerged to illustrate mobile’s impact on holiday shopping behaviors and sales. During the latest episode of our Holiday Insights Series podcast, Bryan Gildenberg, Chief Knowledge Officer of Kantar Consulting, shared his top trends for 2019 and how retailers can prepare for them.
TREND 1: Mobile is going to play a more prominent role for consumers as they shop online and in stores.
HOW TO PREPARE: As a result, Bryan expects that retailers will finally figure out how to optimize their mobile experiences. To capitalize on the expected surge in traffic and sales, retailers should take a closer look at how consumers are using their devices for inspiration, browsing and buying. Then, determine how content, personalization and other elements will help connect their entire brand ecosystem.
TREND 2: Consumers will expect in-store experiences that align with their unique shopping missions and mindsets; and retailers will think more critically about when their…