Shifting Shopping Habits Impact Holidays & 2025 Marketing Plans

Shifting Shopping Habits Impact Holidays & 2025 Marketing Plans

While many marketers have their holiday campaigns in place, most digital advertising plans can be adjusted depending on consumer response.

Causeway Solutions conducts a monthly online survey of 800+ U.S. Adults age 18+ to offer insights for marketers and advertisers to refine their marketing and ad programs. In our just-completed September 2024 survey we paid special attention to consumers’ outlook and shopping habits.

In the National Retail Federation’s fourth annual State of Retail & the Consumer report, NRF forecasted the 2024 U.S. retail sales to increase to at least $5.23 trillion. “The resiliency of consumers continues to power the American economy,” says NRF President and CEO Matthew Shay. [1]

We couldn’t agree more! When comparing consumer shopping habits between 2021 and 2024, we found interesting trends.

Mobile purchases declined from 81% in 2021 to 68% in 2024. We attribute this change to shopping habits during the COVID-19 pandemic. In 2021, fewer consumers were shopping in-store. Back then, shoppers were more likely to make purchases using their cellphones.

The decline in watching video reviews to research products before deciding to buy could suggest a more instinctive approach to shopping, where familiarity with products or brands plays a larger role.

The relatively flat trend in reading product reviews suggests that consumers still value them. It raises questions about how brands can adapt to these changes and ensure they still provide the necessary information to meet consumer needs.

Survey Question: “Thinking about general shopping habits, do you ever….?”

Online Shopping

The shift in where consumers begin their online shopping journey is quite revealing. Amazon's decrease to 47% suggests that while it remains a dominant player, its monopoly is lessening as consumers explore other options. This could be attributed to rising competition from other e-commerce platforms or even brick-and-mortar stores enhancing their online presence.

The increase in search engine use, now at 24%, indicates that consumers are more actively seeking information and comparing products before making a decision. This trend might reflect a desire for variety, better prices, or unique offerings that they might not find on Amazon alone.

Survey Question: When you are going to purchase an item online, in general, where do you start shopping? Source: Causeway Solutions

Plan to Purchase & Optimism About the Economy

We regularly measure consumer outlook and financial confidence by asking about future purchases.

When comparing results from our February 2024 survey and September 2024 survey, home buying took a hit. The decline in home buying intent from 11% to 5% in such a short period is quite significant and may reflect rising interest rates, economic uncertainty, or shifting priorities among consumers.

Conversely, the increase in purchase plans for major appliances and long-distance vacations indicates a shift in consumer focus toward immediate, tangible experiences or upgrades within their current living situations.

These changes highlight evolving consumer priorities and could influence how brands position their products. For instance, marketing for major appliances could emphasize convenience and quality of life, while travel companies might focus on unique experiences or safety measures.

Survey Question: “Are you planning to purchase any of the following over the next SIX MONTHS?” Source: Causeway Solutions

What do 18-24-year-olds and Adults 55+ have in common?

They’re optimistic! Both 18–24-year-olds and adults 55+ share a sense of optimism about the economy, with 20% of each group rating it a 4 or 5. This cross-generational positivity could stem from different perspectives: younger individuals may be hopeful about future opportunities, while older adults might have a more resilient outlook based on past economic recoveries.

Survey Question: How do you rate the current economic situation in the U.S.?
A 5 rating means very confident and a 1 rating means no confidence at all.

Source: Causeway Solutions

As retailers, manufacturers, consumer goods companies and brands plan their marketing strategies for the holiday season and 2025, there are resources to monitor consumer spending habits and trends. Stay connected with the data scientists on your team or partner with a data analytics consultant for insights to support successful marketing and advertising plans.

*About Causeway Solutions’ Monthly Surveys
Causeway Solutions conducts a monthly online survey of 800+ U.S. Adults age 18+. The data provides snapshots into consumer attitudes and behaviors, which support industry trends. Insights include optimism about the economy, plan to purchase and media usage. Causeway Solutions offers key industry profiles, including healthcare, entertainment, sports, travel, restaurants and more.

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

Source

1. “NRF Forecasts Retail Sales to Reach at least $5.23 Trillion in 2024,” National Retail Federation

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