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BizReport : Ecommerce : November 06, 2013


Report: Early decorating makes shoppers Grinchy

Before you hang the tinsel and turn on the Christmas carols, retailers, take a look at the calendar and consider delaying your holiday cheer just a few weeks. New data shows a majority of American's do not want stores to decorate for Christmas before Thanksgiving.

by Kristina Knight

New data out from SOASTA offers a caution to retailers: early decorating is likely to have a negative impact with shoppers. Rather than early holiday decorations encouraging them to spend, shoppers answering the survey overwhelmingly said stores decorating before Thanksgiving (77%) while 81% said they don't like it when stores begin playing holiday music pre-Thanksgiving.

"The results of our Holiday Retail Readiness Survey demonstrate a growing trend - that more and more Americans want retailers to focus on getting their websites and apps ready for the holiday rush instead of decorating for the holidays too early," said Tom Lounibos, SOASTA CEO. "When we first conducted this research last year on 'Christmas Creep' an overwhelming majority of Americans told us they want stores to focus on making sure their websites are ready for Cyber Monday and that their mobile apps are capable of handling the shopping demand. After the last Holiday season those percentages have only increased."

About 80% of shoppers plan to buy online this year, according to the report.

Meanwhile, data just out from Tapjoy shows many shoppers will begin shopping for the holidays before Thanksgiving. Nearly two-thirds (64%) say they will use mobile devices to both research products and finalize buys. Tapjoy's researchers also found that 40% will likely click over to a retailer site or request sale/product information after seeing a holiday themed ad.

So, while many shoppers will be buying before Thanksgiving, retailers may be smart to focus their pre-Thanksgiving efforts on online advertising rather than in-store decoration.






Image via Shutterstock

Tags: 2013 holiday trends, ecommerce, ecommerce trends, grinchy, SOASTA, Tapjoy, Thanksgiving trends








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