Results of ICC/Decision Services Survey Shed Light on This Year’s Holiday Shopping Trends

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With the holiday shopping season in full swing, a top customer experience management company releases results of newly-conducted study offering retailers valuable insights into consumer spending habits.

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What’s key to these study results is the pivotal role brick and mortar retailers still play in holiday shopping and spending.

ICC/Decision Services, a Manhattan-based customer experience management company, is announcing the results of a new study, which gathered information from 2,300 diverse consumers. The goal of the study was to determine the factors which are most relevant in the consumer’s decision to spend money during the holiday season, as well as information regarding how and where they plan to shop.

Of the 2,300 study participants, there was an age range of 18-65 including males and females, with 46 percent of participants having a household income of $60,000 or more. Participants were from each of the five regions of the country.

Key findings of the study included the fact that the majority of surveyed customers will make their holiday purchases in-store, with price being the primary decision-making factor in where to shop. Additionally, the study demonstrated that most customers will visit an alternative retailer in order to take advantage of deals and special pricing, and the specific patterns and habits of shoppers vary significantly, based on demographics.

“What’s key to these study results, aside from the vast differences that exist in shopping habits between different demographic groups, is the pivotal role brick and mortar retailers still play in holiday shopping and spending,” said Eric Baer, Senior Research Analyst at ICC/Decision Services. “Yes, online retailers have become a source of competition for the traditional in-store buyer, but when stores target consumers effectively, there’s still very much an opportunity to capture this group.”

Aside from spending habits and patterns, the study also takes a close look at marketing, and how different techniques impact shoppers during the holidays. Whether it’s email, direct mail, social media or other forms of marketing, the effect is highly dependent not only on the age of the consumer, but also their income bracket.

“Retailers are constantly preparing for this time of year, and always striving to capture more consumers’ attention, and the results of this study show real and tangible ways to do just that,” said Kevin Leifer, Vice President of Client Success for ICC/Decision Services. “We’re in the midst of a key time for retailers, and by understanding what the average consumer is looking for, they’re able to take this data and turn it into results.”

ICC/Decision Services is planning to release an in-depth report of the survey results, including the names of top retailers, as well as the regional and demographic breakdown of the results. For more information, visit their website at

About ICC/Decision Services

Based in New York City, ICC/Decision Services is a privately-held company that services the needs of global companies, including CVS, Wal-Mart and Coach. With 34 years in the industry, ICC/Decision Services is the preeminent provider of Mystery Shopper, Customer Survey and Compliance Auditing programs.

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