It’s hard to believe, but both our first major winter storm and Black Friday are behind us. Despite the inherent unpredictability of both weather and shoppers, there are some things that shoppers look for with certainty when deciding which retail store to choose, and whether they want to stick with that store.
To gain better insight into what shoppers are looking for in their shopping experiences this year, AchieveGlobal conducted a consumer survey to help identify retail holiday activities and expectations. Our report, They’re Making a List and Checking It Twice: What 2013 Holiday Shoppers Know, Expect, and Want, points to what shoppers want and expect from the holiday shopping experience this year:
- Nearly 25% expect this year’s holiday shopping to be a lot worse than experiences at other times of the year.
- 32% of shoppers under 35 years old said they expected holiday shopping to be better than other times of the year.
- Shoppers who plan to spend more tend to be more optimistic about holiday shopping.
We also asked survey participants what one thing topped their wish list when it came to their ideal shopping experience. The findings provide some contrast and some amplification of what most shoppers seem to hope for year-round.
All that most holiday shoppers want for the holidays includes a noteworthy wish list:
- Better prices, sales and discounts
- Fewer crowds and shorter lines
- Faster and easier in and out (including checkout and parking)
- Items in stock, and
- Friendlier people and customers
It’s not surprising that shoppers disproportionately seek good deals during the holidays. And beyond that, qualities that make retail stores delightful for holiday shoppers include availability, variety, faster checkouts and friendly staff.
To take full advantage of the increased traffic retailers see during this busy time of year, employees should be equipped with effective selling skills that turn browsers into shoppers, and impactful customer experience skills that turn shoppers into loyal, year-round patrons.
Sharon Daniels is CEO of AchieveGlobal in Tampa, Florida