Who Searches Most Often for Holiday Deals via Digital? - eMarketer

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Who Searches Most Often for Holiday Deals via Digital?

Women and millennials look for deals and promotions most frequently

December 1, 2015

Consumers are often looking for deals before making their holiday season purchases. Females, as well as millennials, search for promotions more frequently compared to other demographics, according to an October 2015 survey.

Frequency with Which US Internet Users Search for Deals/Promotions Digitally During the Holiday Season, by Demographic, Oct 2015 (% of respondents in each group)

Offers.com and Ipsos found that 22% of female internet users digitally search for deals and promotions prior to making every holiday purchase. And almost one-third of females said they look for deals most of the time before buying.

While male internet users also reported searching for promotions during the holiday season, they do so a bit less frequently than females. In fact, 14% of male respondents said they look for deals digitally every time during the holiday season and 26% said they do so most of the time.

Primary Channel Used to Research Promotions for the Holiday Season According to US Digital Shoppers, July 2015 (% of respondents)

How frequently US internet users search for deals and promotions also varies by age. More than one-third of respondents ages 18 to 34 said they look for deals most of the time before making a purchase during the holiday season, and 27% do so every time. Respondents ages 35 and older search for deals less frequently than their younger counterparts.

When consumers research promotions and deals on digital channels before they make holiday purchases, search engines are one of their top destinations, according to July 2015 research from G/O Digital.

More than two-thirds of US digital shoppers surveyed said that search engines where the primary channel they used to research promotions for the holiday season. In addition, 13% of respondents said they used a business’ website to research deals, and 11% said they looked at deal or coupon sites like Groupon and LivingSocial.


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