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. 
   

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.

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. 

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.