When it comes to holiday shopping, it appears a majority of consumers like to treat their purchases the way they prefer friends and family—by being close to home. Research organization G/O Digital surveyed 1,000+ U.S. consumers who study holiday purchases online, finding that the majority of respondents stay within 10 miles of where they live when shopping in brick-and-mortar retailers.
The finding could be significant for radio sellers pitching local retailers on holiday ad campaigns. As with automotive and other ad categories, online research is expected to play a growing role in holiday shopping with 71% of those surveyed saying they “always or often” research a product online before shopping in-store, while less than 1% never research online prior to heading in-store.
Then, when ready to purchase, 61% conduct their shopping within 10 miles of where they live. “Consumers prefer to shop at businesses with the best discounts and promotions, regardless of business size,” the report says. Discounts of 15% or more will draw holiday shoppers in-store.
The survey, “Holiday Purchasing Habits: A Digital Advantage for Local Businesses,” concludes that small local businesses need to execute a digital marketing plan early to make a big impact this holiday season. The take-back is positive for radio, which increasingly offers a menu of digital assets in addition to its traditional strength of reaching targeted local audiences.
Inside Radio, August 18th 2015
