TrendSource’s 2014 Post-Holiday Study: A Wintry Mix of Consumer Insights

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TrendSource, a market research and strategic consulting company, conducted a Consumer Research Study to analyze and understand shopper purchasing behavior during the 2014 Holiday season.

TrendSource Trusted Insight

TrendSource’s 3rd annual 2014 Post-Holiday study, administered after the conclusion of the 2014 Holiday season, revealed year-over-year consumer shopping and gift-purchasing insights as well as buyer intentions vs. actual outcomes.

Among the key insights from the survey results is the increasing use of mobile technology by consumers compared to previous years. 30% of shoppers reported buying items via a mobile device, up from 22% in 2013, and 20% in 2012. Mobile technology also played a growing role in purchasing decisions, with 43% of consumers checking prices and reviewing products via mobile device, up from 36% in 2013, and 30% in 2012. However, despite the continued rise of mobile in the purchasing process, 96% of shoppers identified physical stores as their preferred shopping method.

Study results also revealed a disconnect between shopper intentions and actual purchasing outcomes, especially in terms of budgeting and shopping time frames. 33% of shoppers intended to shop within the time period between Cyber Monday and Christmas, while 45.7% actually shopped within that time frame, indicating a trend towards “last-minute shopping.” Similarly, consumers did not adhere to their projected budgets, with 45% of shoppers going over budget, slightly up from a 42% rate in 2013. Notably, over-budget shoppers cited being over budget by an average of $235 this year, which is a lower rate than in 2013, where they surpassed budgets by an average of $330.

For more key insights and the complete results of TrendSource’s 2014 Post-Holiday Study, download the full report here.

About TrendSource and This Study

TrendSource provides business intelligence, customer experience insight, compliance solutions, and other market research and data analysis programs that deliver measurable ROI. With over twenty years of experience, TrendSource’s customized solutions deliver high quality Customer Experience Management Programs that quantify service gaps, provide prescriptive/corrective solutions, identify trends, and provide actionable solutions through enhanced reporting and analysis.    

Methodology: TrendSource conducted this research study by electronically surveying North American Field Agents between January 5th and January 18th, 2015. The results represent 3,172 online respondents who met the qualifying criteria of confirming gift purchasing during the 2014 Holiday Season. All respondents opted in to participate voluntarily.

For more information about this study or TrendSource’s services email: trustedinsight(at)trendsource(dot)com.

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Heather Parker
TrendSource, Inc.
+1 (619) 718-7467 Ext: 237
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