The holiday shopping season is a time of high stakes and even higher competition for brands and retailers. Our previous blog explored content availability, consumers’ rich media preferences, and the role of ratings and reviews, but there is still more to uncover from our survey of 1,510 shoppers fresh off their 2024 peak holiday shopping experience.
Drawing on the insights from the Unwrapped 2024 Peak Holiday Consumer Preference Report, this blog uncovers fresh angles to help your products stand out during the coming holiday season and hit your sales goals even in an uncertain economic environment.
Tackling Mismatched Expectations – A Lesson in Consistency
Nothing undermines consumer confidence like inconsistent product representations. In 2024, 57% of shoppers during the peak holiday season reported encountering discrepancies between product advertisement and their actual experience, whether in-store or online. This was a 7-point increase over the previous year, indicating a concerning trend.
Such mismatches not only erode trust but also deter purchases.
Tips and Takeaways
Implementing robust Product Information Management (PIM) systems ensures a single source of truth and a unified presentation across channels, keeping 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 they encountered while shopping.
These impulse buys aren’t happy accidents – 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 estimated through last year. The report underscores the importance of precise, detailed product descriptions to align customer expectations with reality.
One significant driver of holiday product returns was a disconnect between product content and experience. About one in five holiday shoppers last year said they already intended to return at least one product because it didn’t meet expectations set by content just days after Cyber Monday.
Tips and Takeaways
Not all product returns can be prevented—but those caused by mismatched expectations represent a painful loss of critical Q4 revenue that is largely avoidable. Comprehensive content syndication, along with precision analytics to ensure product depictions are complete and consistent across the marketplace, can ensure shoppers know exactly what they’re getting when they buy.
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.
Tips and Takeaways
Focus on creating high-quality multimedia assets tailored for holiday campaigns. Syndicating this content across platforms maximizes its reach and impact.
