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Beyond the Buy Button: Inside the Mind of Holiday Shoppers 

READ TIME: 3 MINUTES
January 15, 2025
holiday shopping

The holiday shopping season is a time of high stakes and even higher competition for brands and retailers. While our previous blog explored content availability, consumers’ rich media preferences, and the role of ratings and reviews, there is still more to uncover from the report that surveyed 1,510 consumers who shopped during the week leading up to and including Cyber Monday. Drawing on the insights from the Unwrapped 2024 Peak Holiday Consumer Preference Report, this blog uncovers fresh angles to help your brand shine during the next sales event.

Tackling Mismatched Expectations – A Lesson in Consistency

Nothing undermines consumer confidence like inconsistent product representations. The report highlights a 57% rise in consumers encountering discrepancies between product advertisement and their actual experience, whether in-store or online. Such mismatches not only disrupt trust but also deter purchases.

product data

Tips and Takeaways

Implementing robust Product Information Management (PIM) systems to ensure a single source of truth and a unified presentation across channels, keeps your product’s story consistent and your customers satisfied.

The Secret Power of Spontaneity – Leveraging Impulse Buys

During the holiday season, 40% of shoppers made unplanned purchases inspired by creative imagery, engaging information, or rich media content. Impulse buys aren’t just events of serendipity – they are strategic opportunities earned by thoughtful planning.

Tips and Takeaways

Make the most of these moments with dynamic content strategies, including eye-catching visuals, lifestyle imagery, and curated product recommendations powered by a Product Experience Management (PXM) framework.

Holiday Returns – Prevention Through Precision

Returns are the bane of holiday commerce, with $160 billion in returns expected this season alone. The report underscores the importance of precise, detailed product descriptions to align customer expectations with reality.

Product Information Management

Tips and Takeaways

Beyond accurate descriptions, highlight compatibility guides, care instructions, and FAQs to minimize post-purchase surprises.

Beyond Stock Photos – Enhanced Content Drives Decisions

The inclusion of Enhanced Content, such as videos, interactive product tours, and 360 views, yields a 39% lift in conversion rates. Shoppers value dynamic and engaging content that paints a vivid picture of your product in their lives.

Product Detail Page

Tips and Takeaways

Focus on creating high-quality multimedia assets tailored for holiday campaigns. Syndicating this content across platforms maximizes its reach and impact.

Holiday shopping success isn’t just about having the best deals – it’s about creating a seamless, inspiring, and trustworthy experience that turns browsers into buyers. Ready to elevate your holiday strategy? Click here to download the Unwrapped 2024 Peak Holiday Consumer Preference Report and gain actionable insights to dominate the next sales event!

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