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Christmas shopping trends from our PR clients

The seasonal PR activity from ecommerce and marketing tech vendors is now in full swing. And this includes releasing data that identifies how online festive shopping is evolving.

We have a number of PR clients whose technology supports ecommerce retailers. And research they’ve commissioned highlights two trends related to ecommerce in the run up to Christmas.

1) Content from real consumers will likely drive more festive sales than influencer content

Instead of investing big on expensive influencer campaigns, ecommerce brands might  find they can drive more festive gift purchases by encouraging ‘real’ customers to share their own images and feedback on social media.

In a study by our client Stackla, the AI-powered visual content marketing platform, (79%) of online shoppers revealed that user-generated content (UGC) such as images and videos from other consumers highly impacts their purchasing decisions. But only 9% say the same for content produced by influencers.

And luckily for retailers, post-pandemic consumers seem more willing to share their content and opinions than before. According to the data, spending more time indoors during the COVID-19 crisis has meant 79% of people now spend more time on social media and 41% post more on social media – with many consumers open to the idea of creating and seeing their own user-generated content being shared by brands on social platforms.

You can see a news story about the Stackla survey on fashion industry publication Fashion United.

2) Online shoppers are open to cross-border gift shopping

Next, the shift to online shopping during the pandemic is encouraging many shoppers to try purchasing from unfamiliar brands – even those from abroad. And this trend is likely to have an impact on festive gift sales according to research by our client Logistyx Technologies, the leader in strategic parcel shipping and fulfilment technology.

In the company’s survey of 2035 online shoppers, more than half (55%)  reveal they are open to the idea of buying gifts for Christmas, New Year, and other holidays from other countries. But 48% are worried cross-border gift purchases will arrive too late.

And among the main factors that determine whether or not festive shoppers will purchase a gift online from another country are the ability to track the order online (mentioned by 69%) and an easy returns process (also 69%). The data indicates that shipping and delivery related considerations such as this are more important for driving cross-border gift sales than seasonal sales and promotions offered by an ecommerce site based abroad (mentioned by 60% of shoppers).

Here’s how Internet Retail magazine covered this research story

Using data and surveys to highlight trends and insights in your sector can be an effective PR tactic. Check out this blog for tips on how to do it.