Holiday Shopping Trends 2015

SURVEY OF 500 CROWDTAP MEMBERS; U.S. ADULTS, AVERAGE AGE 36 (50/50 M/F SPLIT)

RESEARCH FIELDED 11.26 – 11.30, 2015

WE ASKED HOLIDAY SHOPPERS:

When will you be doing the bulk of your holiday shopping this year?

I’ve already started! I’ve been shopping since earlier in the fall. 42%

Week of Thanksgiving: Black Friday through Cyber Monday 27%Millennials 30%

First two weeks of December 23%

The very last minute 8%

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Millennials 10%

Millennials 38%

Millennials 22%

Most shoppers shop with phone in hand for real-time price comparisons.

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.*Respondents were instructed to select all that apply.

Researching online for price comparisons 58%Millennials 64%

Taking photos of products 44%Millennials 49%

Sharing deals via social media 38%Millennials 43%

Texting friends to validate purchase decisions 35%Millennials 42%

None of the above — I don’t use a smartphone in the store. 16%Non-Millennials 24%

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.*Respondents were instructed to select all that apply.

Product ratings & reviews (e.g. Amazon reviews) 69%Millennials 71%

Recommendations from friends or family in social media 66%

Blogger or online influencer endorsements 29%Millennials 33%

Magazine article 25%Millennials 29%

Newspaper article 24%

Shoppers buy based on WOM.

Celebrity endorsements on TV 15%Millennials 20%

Millennials 63%

Millennials 23%

Shoppers turn to E-Commerce Sites and Social Media for gift inspiration.

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.*Respondents were instructed to select all that apply.

E-Commerce Sites (e.g. Amazon.com) 26%Social Media Platforms (Facebook, Pinterest) 24%Retailer’s Websites 21%Catalogs 8%Magazine & Newspaper Circulars 8%TV Ads 6%Blogs 5%

Within social media, specifically, shoppers consider Facebook and Pinterest most inspirational.

Pinterest 32%

Instagram 7%

Blogs 6%

YouTube 5%

Twitter 4%

Facebook 46%

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Millennials are more likely to make a charitable donation as a holiday gift this year.

Yes 44%

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Millennials 58%

No 55%Millennials 42%

Millennials value $$$ over convenience when holiday shopping online.

Convenience 35%

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Millennials 29%

Price 65%Millennials 71%

Online shoppers expect to buy most of their holiday gifts on Amazon.com.

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Amazon.com 80%

Retailer’s websites(e.g. Best Buy, J. Crew) 15%

Another E-commerce site 4%

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

WE ASKED:

Roughly what percent of your total holiday shopping do you expect to do online this year?

18

16

14

12

10

8

6

4

2

00% 10% 60%50%40%20% 30% 100%90%80%70%

% of total holiday shopping done online

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Shoppers are less likely to make their holiday purchases via their smartphone or tablet (vs. PC/laptop).

25

20

15

10

5

00% 10% 60%50%40%20% 30% 100%90%80%70%

% of total holiday shopping on smartphone/tablet

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Old is still gold.WE ASKED SHOPPERS:

How will you and your kids be organizing holiday wish-lists this year?

List saved on smartphone/mobile device

Social media (e.g. Pinterest boards)

List saved on PC/Laptop (e.g. Word doc)

Classic pen & paper

40200 8060

% of respondents

YOUR KIDS

YOU

WE ASKED SHOPPERS:

If you had to choose to do only one activity on Thanksgiving Day, which would it be?

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

Spend quality time with loved ones 49%Feast on food, food, and more food! 24%

Shop! I love scoring deals online and/or in-store 17%

Something active, like heading outside to play some football 10%

Given newsworthy statements by REI and Starbucks this holiday season, we asked shoppers: How do

retailers’ values influence your purchase decisions?

Source: Crowdtap Insights Poll fielded November 2015; 500 men & women, average age = 36.

If I don’t agree with their views, it’s game over! 31%

Don’t really matter to me — As long as their products appeal to me, I’ll buy from them.

69%