Holiday shopping isn’t over until the returns are in. One in three consumers responding to a survey fielded by mobile advertising and data platform Kiip said they plan to return at least 20% of the holiday gifts they receive. No wonder 69% of approximately 30,000 respondents said they would prefer to receive gift cards over physical gifts.
Brick-and-mortar stores will remain the top destination for gift shopping, according to the study: 29% of consumers said they don’t plan to do any holiday shopping online, while 30% said they’ll only buy approximately 25% of gifts online. Only 5% will do all their holiday shopping online. Perhaps one of the reasons two out of three survey respondents said they enjoy holiday shopping is because they find visiting stores a pleasurable experience.
With 58% of shoppers planning to finish their holiday shopping by Cyber Monday, retailers should not wait to present consumers with offers that will close sales. More than half (56%) of consumers surveyed by Kiip reported that they plan to spend $100 or more on gifts this year, with parents being more likely gift recipients than significant others (62% compared with 53%).