For 42% Of Consumers, Amazon Will Be The Prime Holiday Destination

As the holiday season nears, retailers’ concerns about Amazon’s dominance are no joke: 42% of U.S. consumers reported that the e-Commerce giant will be their primary holiday gift destination, according to research from Signal.

So why are all these consumers making the decision this early to flock to Amazon? They prefer Amazon to other e-Commerce sites because:

  • The shopper experience is easy (50%);


  • They are Prime members (36%); and

  • They like the product reviews and recommendations (29%).

However, Amazon’s dominance shouldn’t discourage retailers from carrying out their own omnichannel campaigns. Nearly as large a group (40%) of consumers say Amazon will not be their main holiday shopping site, with the remaining 17% still unsure where they will be doing the bulk of their shopping.

The Signal survey, which gathered responses from 1,500 U.S. consumers, offered four recommendations for retailers aiming to capture consumers who haven’t fully committed to buying on Amazon this holiday season:

  1. Offer options such as buy online/pick up in store, free shipping and easy returns. Shoppers prefer to browse and buy across all channels depending on their needs, with nearly the same number primarily browsing for gifts on a desktop/laptop (36%) as those primarily purchasing gifts in-stores (33%). Consumers seldom want to choose between the convenience of buying from home and the assurance of handling the product in a store: they want both options;

  2. Provide relevance by understanding context through first-party data. For example, 46% of consumers surveyed said that relevant deals and discounts will motivate them to buy this holiday season;

  3. Leverage extensive customer data from all channels and touch points to best Amazon with more intelligent and relevant suggestions; and

  4. Consider using brick-and-mortar store locations as distributed, flexible warehouses for pick up and returns (both of which can offer cross-sell and upsell opportunities).

“Retailers don’t have to be Amazon to succeed, as 40% of consumers say they primarily shop elsewhere for holiday gifts,” said Mike Sands, CEO of Signal. “Instead, they can use the wealth of knowledge available in first-party data to understand their customers better than anyone else, gaining the edge they need to design personalized experiences that will delight holiday shoppers.”

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