An Extended Holiday Shopping Season Plus Deal-seeking Consumers, Equals Opportunity for Retailers

Published Thursday, Oct 20, 2016

An Extended Holiday Shopping Season Plus Deal-seeking Consumers,  Equals Opportunity for Retailers

Valassis Research Shows Discounted Offers Play a Vital Role in Consumers' Holiday Shopping Behavior

LIVONIA, Mich., Oct. 20, 2016: A recent study by Valassis, a leader in intelligent media delivery, found that 91 percent of value-seeking consumers use coupons while holiday shopping. The results, produced by an online survey of nearly 9,000 respondents, indicate that the use of coupons and offers – including print, online and mobile – will be prevalent this holiday season.

Prosper Insights & Analytics found that nearly 40 percent of consumers start their holiday shopping before November.1 With Hanukkah beginning on December 24 this year, the holiday shopping season will last a full week longer than usual. This presents a unique opportunity for retailers to capitalize on holiday spending, which is expected to be higher than last year, with the International Council of Shopping Centers predicting a 3.3 percent spending increase to an average of $683.90 per person this holiday season.2 

“This year, retailers have a unique opportunity with increased consumer spending and an extended shopping timeframe,” said Curtis Tingle, chief marketing officer, Valassis. “In order to take advantage of this, retailers must listen to what shoppers want, which is relevant, timely deals. Leveraging offers to draw customers in, whether through online or in-store shopping, will enable them to come out on top this holiday season.”

Additional findings from Valassis’ survey highlight key shopping trends retailers should consider as they plan their holiday marketing strategies. These include:

  • Among the 91 percent of respondents who use coupons during holiday shopping, 53 percent reported purchasing at least half of their holiday gifts with coupons.
    • The results are higher for women with children and Hispanic respondents:
      • 59 percent of moms use coupons on at least half of their holiday gift purchases.
      • 68 percent of the Hispanic respondents use coupons on at least half of their holiday gifts.
    • Of the millennial survey respondents, 89 percent indicated they use coupons for holiday shopping.
    • 92 percent of affluent respondents ($100K+ household income) claim to use coupons for holiday purchases.
    • Of the respondents identifying as brand-loyal, 83 percent claim to use coupons on their holiday purchases.

To view more insights on consumer coupon habits, please see the infographic, Look Who’s Running with Coupons.

About the 2016 RedPlum Purse String Survey
For the eighth year RedPlum has conducted a savings survey to gain insight from today's shopper; learn more about their shopping behaviors; where consumers are looking for deals; what they are doing with their savings; and what influencers are driving their behaviors. The 2016 RedPlum Purse String Survey is based on insights from nearly 9,000 respondents. The survey was conducted on from May 16 to June 16, 2016.

About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.

Media Contact
Mary Broaddus

1 Prosper Insights & Analytics™, Monthly Consumer Survey, October 2015
2 MediaPost, NRF: Holiday Spending To Rise A Healthy 3.6%