It may be sweltering across the U.S. and elsewhere, but a new report from Bazaarvoice, the user-generated content solutions provider, revealed that holiday shopping is starting earlier than ever.
Based on a survey of more than 8,000 consumers across six countries, the Bazaarvoice 2024 Global Holiday Season Consumer Behavior Report indicates that nearly a quarter (23 percent) of shoppers worldwide will be holiday gift shopping by August, with more than half planning to start by October.
The report also reveals international differences in consumer behavior. For example, while U.K. shoppers are most enthusiastic, with 63 percent saying they plan to start shopping by July, Germans wait the longest, with two-thirds not starting until November — or even later. Shopping malls are still a popular starting point for many, especially for Gen Z shoppers (35 percent) and French consumers (41 percent).
While some shoppers crave the holiday spirit early (26 percent of respondents say it’s never too soon for holiday displays), most (62 percent) believe stores should wait until October. Regardless of when shopping starts, online research (24 percent) and brand websites (24 percent) are the most popular starting points, with in-store and online purchases ultimately tied at 33 percent each.
Social media also plays a big role in holiday shopping with nearly half (49 percent) of those polled browsing for gifts. Videos top the list for capturing attention (37 percent) with most preferring videos between that are one and five minutes long (29 percent). However, there’s no clear winner on preferred content type with nearly equal preference for brand-created (46 percent), user-generated (44 percent) and influencer-created content (10 percent).
“Today’s omnichannel shopping experience requires brands to create engaging content where and when consumers want it,” said Zarina Stanford, chief marketing officer of Bazaarvoice. “Understanding these preferences is crucial for a successful holiday season.”