eCommerce Data: 65% of Consumers Waited For Holiday Discounts
According to a consumer retail survey conducted by Wunderkind, consumers are growing more strategic with their eCommerce holiday shopping activities.
During the 2024 holiday season, many shoppers purposefully delayed purchasing until Black Friday/Cyber Monday in order to secure the best deals, according to a consumer survey conducted by Wunderkind, an AI-powered performance marketing and identity platform. This reflects the increasing importance of price-conscious behavior, incentivized by steep discounts and promotional offers: Half of consumers cited price as a top factor in purchase decisions.
Among the incentives consumers were looking for, free shipping stood out as a desired added value. But, Wunderkind notes that price and shipping incentives only take root if properly communicated and promoted. According to the survey, email and digital communication channels are critical tools for brands to engage shoppers effectively during these periods. Among channels, email remains the top choice for consumers to receive offers and promotions.
- 65% of consumers waited until Black Friday/Cyber Monday to start shopping.
- 58% made purchases on Black Friday and 51% took advantage of Cyber Monday deals.
- 39% of consumers said Black Friday held the best offers from brands, while 26% said Cyber Monday had the best offers.
- Shoppers’ perception of a “good deal” began at a 25% discount, while 50% off or higher was considered “excellent.”
- Free shipping was considered the most valuable benefit, cited by 61% of consumers, with loyalty points coming in as the second most desired incentive (14%).
- 42% of shoppers said they bought directly from a brand’s email or text message.
- Laptops and desktop computers were the most popular for online shopping, used by 63% of shoppers — and, perhaps counterintuitively, younger shoppers didn’t skew mobile: 71% of Gen Z and 70% of millennials used computers to make purchases.
"Black Friday and Cyber Monday are the Super Bowl of eCommerce—but these insights can help brands drive revenue all year round,” said Tim Glomb, Wunderkind VP of Digital, Content, and AI. “In a world filled with consumers who use multiple devices to research and shop, it’s imperative to have a strong cross-channel and cross-device data strategy that meets an individual on their own terms. And it’s clear, across all ages, that email and text are real drivers of personalized experience and ultimately revenue.”
