60% of US shoppers plan to search for gifts in-store.
As younger consumers are more bullish on holiday shopping, retailers are targeting their marketing efforts where they can best reach these shoppers.
According to a national survey of 500 business leaders and 1,000 consumers from small to medium-sized retailers in the U.S. conducted by online freelance marketplace Fiverr International Ltd., more than half (54%) of business leaders say they are interested in social media advertising. I'm planning to increase my spending.
Additionally, 52% of respondents said they plan to pursue partnerships with influencers. Additionally, 46% said they plan to invest in organic content on social media. More than 40% of business leaders will increase investment in partnerships with other brands (46%), updated product pages/SEO (41%), or email marketing (48%) I'm planning something.
When it comes to consumers, 20% plan to find a gift in the TikTok Shop, the highest percentage among Gen Z, and 37% report they plan to find a gift via the platform. Similarly, 19% plan to find a gift through an influencer's recommendations and 28% plan to see his Instagram/Facebook ads.
But most shoppers are still heading to the mall. Research shows that 60% of US shoppers plan to search for gifts in-store.
A.I.
The survey also found that companies are responding to the continuing talent shortage by leveraging AI tools and freelance talent. More than half (55%) of business leaders say they plan to use AI tools to streamline their work, and 36% of those who work or plan to work with freelancers is seeking AI support.
38% of business leaders say talent shortages are a concern this holiday season, and 31% say they are working or plan to work with freelancers during the holiday season.
Approximately 40% of people who have worked with or plan to work with freelancers either work in e-commerce services (40%), digital marketing (41%), or market research/data analysis (40%) I'm looking for. Just over 1 in 3 girlfriends (34%) are looking for social media marketing services.
“Freelancers skilled in digital marketing can enhance campaigns, optimize customer reach, and create brand resonance that lasts into the new year,” said Gari Arnone, Chief Marketing Officer at Fiverr.
discount
More than half (55%) of business leaders said they plan to offer deeper discounts this year than last year. Of the companies planning deeper discounts, 43% said they would receive 25-40% discounts. Fiverr noted that this may be a smart move, as 57% of consumers say great deals and discounts are a priority when shopping for the holidays.
Other findings from the Fiverr study include:
•32% of consumers said they plan to spend more this year than last year. This number is even higher among younger shoppers, especially Millennials, of whom 47% said they plan to spend more.2.
•46% of business leaders say inflation impacting sales is one of the biggest challenges they face this holiday season, compared to just 37% in 2022.
•More than half (51%) of respondents said supply chain disruptions and inventory shortages are also among the biggest challenges their businesses expect to face, up from 43% last year.
However, 84% of business leaders expect sales to increase Nearly a third (32%) said they expected sales to increase “significantly” this year.
Fiverr partnered with Censuswide to conduct a national survey of 1,000 consumers and 500 small business owners (excluding sole traders).
