Shoppers are prepared to look for the best deals – EY Christmas survey

By: Trademagazin Date: 2024. 12. 12. 11:15

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The majority of shoppers are specifically looking for and waiting for holiday discounts, according to EY’s latest international research conducted with the participation of 13,000 consumers. The proportion of those consciously hunting for deals is highest among those under 27 (76%) and those with children (79%). The extent of discounts has become so important that respondents typically compare several offers before making a decision.

Thoughtful shopping instead of carefree spending

In the midst of Christmas preparations, nearly half of consumers are not sure whether they can cover the expenses of the holiday season. Two-thirds of shoppers are therefore actively monitoring offers to get the best possible price for their chosen product. Six out of ten respondents would only buy discounted products this year, despite the fact that the sale often does not cover the actual product they are looking at, which is why they are forced to change their purchasing decision.

It has also become increasingly important for buyers to spend their money well and to ensure that the product they choose represents value in the long term. For example, a third of respondents would spend more on technology, while 58 percent would reuse last year’s holiday decorations.

“Retailers also need to recognize that customers are becoming more conscious and price-sensitive. The era of impulse purchases is practically over. Sellers need to transform their sales and marketing strategies to remain competitive in the future,”

emphasized László Palincsár, EY Customer & Growth leader.