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BizReport : Mobile Marketing : December 19, 2014


Mobile and online key resource for last-minute Christmas shoppers

Not everyone is organized at Christmas. Many leave their gift shopping until the last minute and, according to recent research from Retale, more than half of last-minute shoppers use a mobile device to help them find the perfect present.

by Helen Leggatt

In their study of 1,000 adults across the U.S., Retale found that 15% of all holiday shoppers wait until the last-minute to purchase gifts. Of those last-minute shoppers, 58% use a smartphone or tablet to help in their quest for the perfect gift of which most (88%) use those devices to locate stores and check store hours.

"The latter is especially important since most retailers offer extended hours in the days prior to Christmas," said Pat Dermody, president of Retale. "Seasoned last-minute shoppers know this and are using their mobile devices to keep track."

Even online shoppers are more comfortable leaving their gift-buying until the last minute.

eDigitalResearch and IMRG's latest eCustomerServiceIndex reveals that almost half (47%) of consumers in the UK plan to do their online festive shopping with less than a week to go until Christmas Day. A third (32%) said they would feel comfortable placing online orders up until Saturday 20 December. The majority of consumers (53%) said they would feel more comfortable that gifts would arrive in time if they ordered before Wednesday 17 December.

"Our latest consumer results indicate the need for retailers and their courier partners to have a comprehensive logistics strategy in place this Christmas," says Derek Eccleston, Commercial Director at eDigitalResearch. "Year after year, we've seen retailers increasing push their last ordering dates closer to Christmas Day itself and it's important for retailers to ensure that they see through on these promises."

This is especially important because, of the 18% of consumers who ordered online but did not receive deliveries in time for Christmas Day 41% blamed retailers and just 14% blamed the delivery firms.






Image via Shutterstock

Tags: Christmas, ecommerce, mobile marketing, online shopping, retail








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