Holiday shopping behaviors coming to light

December 2, 2014 by Experian Marketing Services

Bill Tancer, general manager of global research for Experian Marketing Services, appeared on Wall Street Journal Live on Black Friday where he offered an interesting take on what’s motivating holiday shopping behaviors this season. Bill noted that last year’s holiday period was really a “high point” in terms of deep, blanket discounting by retailers and consumers were driven by this tactic to spend freely. But this year, Experian’s research shows that over half of the population isn’t counting price as the number one holiday purchase motivator so retailers should refrain from “doing shotgun deals across the entire store” or website and get much more targeted in terms of engaging their best customers.

In terms of the days for the best deals, Bill said it’s “almost like a game of chicken” between retailers and consumers because while Thanksgiving and Black Friday are purported to be tops for discounts, retailers actually slash prices more as the holidays approach. He suggests consumers pull the trigger when they “feel comfortable” with a certain price.

Special offers from retailers like free shipping are also on the wane – in fact, he said that Experian has seen a 22 percent decline in free shipping in email subject line offers so far this year. Bill also covers “wearables” – like Fitbit – that are growing in popularity this holiday season during his appearnce and much more. Watch Bill’s full interview here.