More than half of consumers will turn to social media for holiday shopping this year

"The past 18 months have been transformative, for brands, businesses and consumers too. A seismic shift saw consumers flock from bricks-and-mortar stores to social media platforms, e-commerce apps and streaming services at staggering rates, which meant that brands had to completely rethink strategies and optimize their marketing mix to meet consumers where they were in the moment. The way consumers engage with brands has irrevocably changed - and as brands and retailers gear up for the holiday season, marketing must adapt too."

"According to a recent report from Smartly.io, which surveyed 1,000 US-based consumers to gain a greater understanding of current shopping behaviors and sentiment towards brands, it's unlikely that the pendulum will ever swing back to what it was pre-pandemic times. Of those who already shop online, 87% plan to continue doing so even as restrictions ease and physical retailers open again, suggesting that affinity to online channels is here to stay for the long-term."

The past 18 months prompted a mass migration from bricks-and-mortar stores to social media platforms, e-commerce apps, and streaming services, forcing brands to rethink strategies and marketing mixes. Online shopping habits look durable: 87% of consumers who already shop online plan to continue as restrictions ease. Impulse spending has increased as consumers make purchases they deferred during shutdowns, supported by roughly $1.5tn in US savings. More than half (53%) have been motivated by loosening restrictions to buy immediately usable items online, and respondents expect purchases across apparel (59%), food/beverage (44%), travel/hospitality (39%), entertainment (39%), home improvement/décor (38%), and automotive (17%).

Read at The Drum