KoP Firm’s 2022 Holiday Shopping Survey Contains Data on Both the Good and the Bad List

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It's a mixed bag of data for retailers for the upcoming holiday shopping season.

King of Prussia e-marketing firm Radial has released national survey results measuring consumer intentions for the 2022 holiday shopping season.

The study asked 1,000 adults nationwide about plans and expectations.

Results show retailers facing yet another season of uphill battles with supply-chain concerns and inflation.

In response to the latter, retailers are being advised to boost particulars such as fast delivery services and clear, complete communications on items out of stock.

Queries about consumer intentions yielded the following trends:

  • 46 percent of respondents said they planned the same level of in-store purchases this year as last, albeit reluctantly. 58 percent intend to increase online shopping this year.
  • 38 percent of consumers plan to buy fewer gifts than in 2021
  • Online purchasers particularly eager for two- to three-day deliveries; in fact, 46 percent of shoppers asked said they’d select drone delivery if offered.

Also, consumers’ Grinchy retail experiences from 2021 weren’t easily forgotten: Well into 2022, 66 percent of shoppers still carried with them the sourness of last yule’s out-of-stock item notices, and 40 percent unfortunately recalled not receiving merchandise on time for tucking under the tree.

Radial recommends that brands keep shelves well stocked to avoid consumers going elsewhere or deciding not to buy at all.

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