GfK, the world’s fourth largest market research organization, markets their Consumer Pulse research studies covering 30 countries as a means by which business managers can develop a better understanding of the factors and trends impacting consumer demand for goods and services. Since the outbreak of the covid-19 pandemic, the focus of the Consumer Pulse research series has been to help business managers keep a finger on the pulse of consumers during this period of economic upheaval.
From September 11 through September 16, GfK surveyed a representative sample of 999 adults across the U.S., ranging in age from 16 to 65, to gauge consumer sentiment about the upcoming holiday season. Last week the firm announced the release of their research report along with some topline observations.
Among other things, GfK’s research found strong evidence of the pandemic’s effect on shopper behavior – an acceleration of the shift to online shopping. Specifically, 44 percent of those surveyed said they expect to conduct their holiday shopping exclusively online this year – two and a half times the percentage reporting they intend to shop solely in brick-and-mortar stores (17 percent).
The survey found that older participants – those 51 to 65 years of age – reported higher intent to shop in physical stores than did their younger counterparts – those aged 25 to 35. Whereas 57 percent of the former group plan to shop in brick-and-mortar outlets, only 25 percent of the latter cohort expressed such intent.
Several other findings are worth noting. One in four respondents said they plan to order online and pick up in store. One in five (19 percent) expect to take advantage of curbside pickup. Another one in five (19 percent) reported they have no plans to shop for the holidays this year.
This Ecommerce news update is presented by the Butcher Block Co. – an online store specializing in kitchen furniture and accessories, including wood countertops and butcher block islands, tables, kitchen carts, and cutting boards. The company is the leading online seller of products made by John Boos & Co.
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