E-Commerce Insights: What You Need to Know About Consumer Behavior This Holiday Season

You’re an e-commerce business gearing up for the holiday season. Your mission? To win the hearts and wallets of consumers during this crucial time. To achieve this, you need to understand how customers will be behaving this season. 

Here’s some of the consumer behaviours you need to know about:

1 - Information-hungry customers

In this digital era, consumers crave more information than ever. Google knows that consumers are all about gathering knowledge and making informed choices. The stats speak for themselves:

  • 74% of shoppers scout the internet before making a purchase
  • Searches containing questions (about products and brands) have surged by 25% in the past 3 years
  • Queries like “which is best” or “where to buy x” are dominating Google Trends
A shopping bag and present icon with a blue heart overlay. To the right, text reads: “1 in 3 consumers in the U.K. say they spend time gathering product inspiration for fun.”
Source: ThinkWithGoogle

So how do you keep your e-commerce brand front-of-mind?

Be their go-to source of answers. Optimise your search advertising strategies to respond quickly to customer questions. And here's the secret sauce – your product or service listings should be loaded with information. From customer reviews to intricate technical details, make consumers feel like they're making an informed decision.


A search bar with a present icon on the left reads: “Search interest for ‘reviews’ and ‘ratings’ in the U.K.” Below, a line graph with a blue data set from September 5, 2021 to July 9, 2023, showing an increasing trend with multiple peaks.
Source: ThinkWithGoogle

2 - The “Zero Consumer” phenomenon

The “zero consumer” is an individual with high expectations but low brand loyalty. And these consumers are on the rise. Especially during a holiday like Black Friday, where consumers are discount-driven and open to trying new brands.


So how do you stand out in a consumer's eyes, especially when discounts alone won't cut it?


Give customers more value for choosing you. You’ll need to offer them more than just good prices. They crave something extra - the cherry on top. Think exclusive content, early access to sales or product launches, and personalised rewards. Make them feel like they’re part of a VIP club, and they’ll keep coming back for more. 

Example: Sephora’s Beauty Insider program excels at keeping customers engaged with exclusive previews, early access, and personalised recommendations. 


Sephora's loyalty program


3 - The demand for relevance

Consumers will be expecting products and services tailored to their specific needs this season. Searches are getting longer, more detailed, and incredibly specific. 80% of consumers under 35 agree personalised recommendations are important. For those over 35, that number is 47% and growing. 

So how do you deliver the personalization that today's consumers demand?


Your first-party data strategy should be primed and ready for the season. Combine this data with the power of AI analytics, and you can deliver super-relevant, personalised content. Show your customers not just what you offer but how it enriches their lives or makes for the perfect gift. Make them feel seen, understood, and genuinely appreciated.


As the holiday season approaches, e-commerce businesses have a golden opportunity to navigate the complex world of consumer behaviour. By being the trusted source of answers, offering extra value to the "zero consumers," and delivering highly relevant, personalised content, your e-commerce brand can rise above the competition. 


The festive shopping landscape has huge potential. And e-commerce businesses are realising that they need to offer more than just discounts…


In an age where convenience is paramount, reward systems should be able to integrate fully with your eCommerce platform. Create a powerful shopping experience that rewards customers, whilst capturing first-party data insights with analytics tools and AI modelling. Get in touch to see what solutions we have for you. 

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Helen Walker

Helen Walker

Senior Content Marketing Executive

Helen is our Senior Content Marketing Executive. She shares valuable information about the Future of Loyalty and will keep you up to date on the latest industry insights...

Post Tags

Retail Marketing
Shopper Insights
eCommerce Loyalty
Holiday Marketing