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BizReport : Ecommerce archives : October 09, 2015

Which holiday season promos will motivate consumers to buy?

Trying to decide which holiday promotion will work best for the upcoming festive season? New research from Bronto and Ipsos may help you make better decisions.

by Helen Leggatt

The survey of 1,000 U.S. adults asked what it was that they would like to see retailers offer during the holiday season and what would make them make a purchase. In tandem, 100 major U.S. retailers were asked what they plan to do to entice shoppers.

The results reveal a gap in consumer expectations and what retailers plan to offer. A third (38%) of holiday shoppers said they would not shop online with a site that did not offer free shipping, yet only 18% of online-only retailers said they plan to offer free shipping on all purchases. Most (41%) retailers said they would be offering free shipping only on certain order values, or at specific times, and 29% plan to offer free shipping for time-limited promotions.

Promotions that consumers want and retailers plan to offer are percentage discounts which 71% of consumers said would motivate them to make a purchase, and which 72% of retailers plan to offer. However, while 52% of consumers say they like "buy one, get one free" promotions, only 38% of retailers plan to use them this holiday season. Among Millennials, 54% said flash sales are most likely to motive them to purchase.

To find out more, download the report here.

Image via Shutterstock

Tags: ecommerce, holiday 2015

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