Online Shopping Remains King

Despite some consumers becoming increasingly cost conscious amid continued supply chain disruptions and inflation, research from Wunderkind, a performance marketing channel, says online shopping remains king, with 71 per cent of U.S. consumers planning to shop online this Black Friday (November 25) and Cyber Monday (November 28). With consumer sentiment around shopping online at an all-time high, consumers plan to spend more this Black Friday (40 per cent) and Cyber Monday (31 per cent) compared to their purchases on Amazon Prime Day, which reached $12 billion in online sales earlier this year. Research also shows Cyber Week is set to grow by 12 per cent this year alone. Further, as consumers prepare to shop this holiday season, close to half (48.8 per cent) report planning to take advantage of buy now, pay later (BNPL) options and will be comparing prices/investigating deals more this year than last year (46.2 per cent). Additionally, as brands look for ways to connect with consumers leading up to the holiday season, the answer may be in how they communicate availability and pricing.