Leanplum: Nearly all US consumers plan to shop online this holiday season

95% of US consumers will buy half or more of their gifts online this holiday season according to new research from multi-channel engagement platform, Leanplum.

Younger Americans (Millennials and Gen Zs) are leading the online shopping trend and over 16 percent are “only” shopping online this holiday season.

Personalised communication

With 80% of respondents reporting that they shop on their mobile phones, brands need solutions that enable them to reach their customers at appropriate touch-points. Brands must successfully connect the right way and at the right time with their customers.

  • Three-quarters of shoppers find it helpful to receive emails from retailers regarding deals and promotions.
  • 74% said they were “excited” to receive notifications from retailers about offers/sales.
  • After receiving a notification from a brand about a deal, almost 70% said they would check out the offer and probably purchase the item.
Offers, personalisation and relevance

75% of respondents said generic messages from retailers annoy or bother them. Consumers have a preference for when and how they would like to receive messages from retailers. It is imperative retailers communicate with their consumers regularly regarding topics that are useful to them and in the form that they are most comfortable engaging with, to ensure consumer satisfaction and retention.

Across all annual income rates, consumers reported sales as the primary reason they opened notifications from brands and retailers. Surprisingly, even respondents who earn $150,000 or more annually stated they are most excited to receive push notifications from retailers regarding sales.

Email is still a thing

Gone are the days of coupon clipping, instead consumers prefer to receive discounts and deals from brands via email. In fact, two-thirds of respondents reported they open emails from brands they believed contained product deals or sales.

When asked about favourite shopping apps:

  • Amazon app dominates with 82%
  • Walmart was a very distant second with 5%
  • Second-hand marketplaces (eBay/Poshmark/ThredUp) trail at 4%

As shopping habits shift online and away from brick-and-mortar stores, brands must adjust to communicate with their customers via mobile. Through our research, we see that it’s important that brands provide a personalized experience for each customer. At Leanplum, our core mission is to enable our customers to consistently deliver relevant, timely and personalized communications to their end users.

Momchil Kyurkchiev, CEO and co-founder, Leanplum