Retailers Know What Shoppers Want for the Holidays - eMarketer

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Retailers Know What Shoppers Want for the Holidays

Retailers plan desired promotions

October 9, 2015

Retailers appear to have a good handle on what holiday shoppers are looking for when it comes to promotions, according to one survey.

Holiday Promotions that Influence Purchase Decisions According to US Internet Users, June 2015 (% of respondents)

According to Bronto Software and Ipsos polling of US internet users, percentage discounts have the biggest effect on purchase decisions during the holidays. More than seven in 10 web users said such discounts influenced them.

Clearance sales had the potential to drive 65% of respondents to purchase.

And retailers are planning to deliver both.

Promotions that US Retailers Plan to Launch for the Holiday Season, June 2015 (% of respondents)

The same survey polled US retailers about what promotions they planned to launch, looking ahead to the holidays. More than seven in 10 were planning percentage discounts, and 59% would have clearance sales.

Dollar-off sales were retailers’ third choice, while internet users reported a preference for buy-one, get-one offers—which relatively few retailers planned to carry out.


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