US and UK shoppers will take a ‘hybrid’ approach to Black Friday and holiday season spending
US consumers are more likely than their British counterparts to flash the cash over Christmas and on Black Friday.
A survey of 2,000 UK and US consumers has revealed that one fifth (20%) of US shoppers plan to spend more this holiday season, indicating a desire to shake off the gloom of recent months.
Meanwhile, a more conservative 9% of Brits questioned said they’d be budgeting more for 2020’s festivities as compared with 2019’s.
The survey, commissioned on behalf of JRNI, an experiential relationship management platform, also showed that consumers are blending online and in-store experiences to make shopping a more safe and engaging experience.
When it comes to embracing new technology, 20% of all those surveyed said they would use online personal holiday shopping appointments to complete their holiday shopping, with US consumers (28%) adopting such technology faster than those in the UK (12%).
Despite social distancing restrictions, the appeal of in-store shopping exerts a strong draw over many customers with a quarter saying they would still use ad hoc high street shopping for presents and more than a third saying they planned to shop in local stores.
“Consumer behaviour is constantly evolving, but there is no doubt that has accelerated in 2020,” said John Federman, CEO at JRNI.
“Shoppers now have a better chance to have the best possible shopping experience however they choose to shop, on or offline.
“We’re working with many retailers currently, helping them take every precaution to make their stores safe, so they can welcome customers and offer new personal experiences in a relaxed environment all managed through technology.”