SheSpeaks Reveals Results of 4th Annual Holiday Shopping Survey

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Shopping Trend Study Across Multiple Generations Reveals Who Will Ring in 2015 Holiday Sales

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SheSpeaks Holiday Shopping Infographic

Our community of 250,000+ women are a great barometer for brands and retailers as they try to reach the hearts and minds of female consumers.

Reviews Have Major Influence on Purchase Decisions

Amazon Has Highest % of Shoppers and Highest Upside of Online Retailers

Young Millennials (18-24) Using YouTube for Holiday Shopping

With the holiday shopping season fast approaching, SheSpeaks, the influencer marketing and media platform, surveyed its 250,000 members nationally on how they were gearing up for the holiday shopping season. With 2,310 responses, here are the key takeaways:

  • Economic Impact on Shopping: While only 16% of respondents feel the economy is improving, over half say that it won’t affect the amount they spend on holiday shopping and almost half say they’ll spend about the same amount as last year.
  • Let the Shopping Begin: About half of women have already started or intend to start holiday shopping before Thanksgiving. Nearly 60% of women plan to shop on Cyber Monday -- significantly more than on Black Friday (46%). Fewer than 10% of women plan to shop on Christmas Eve.
  • Social Media/Digital Resources: Amazon product reviews (45%) and wish lists (32%) are the most heavily used of the social/digital resources presented for holiday shopping. But, young Millennials (18-24) are using YouTube for holiday shopping more than any other age group.
  • Reviews Have Major Influence on Purchase Decisions: About half of women say they won't buy a product requested by a friend/family member if it has bad reviews, and the vast majority of those women say they'll tell the requester about the bad reviews.
  • Online vs. Offline Shopping Ratio: 40% plan to split their shopping 50/50 between online and offline. Women 45+ tend to do more offline shopping.
  • Amazon Online Retail Domination: Of the Web stores presented, Amazon has by far the highest overall percentage of shoppers (91%). Amazon also has the highest upside, with nearly 30% of women saying they expect to increase their shopping at Amazon in 2015. In fact, Amazon is the only store for which women overall predict a net increase in 2015. While Millennials are the most likely to increase their Amazon spending this year, they predict a net increase in shopping at Target this year as well.
  • Mobile Shopping Behavior: About two-thirds of Millennials have used or plan to use their phones to make purchases; but the incidence of phone usage for purchasing drops steeply with age. Young Millennials are most likely to increase purchasing by phone this season, while women 45+ are the least likely.
  • Holiday Gift Wish Lists: Similar to the past years’ surveys, clothing and accessories top women's wish lists (56%); in 2015, the top position is shared by gift cards. Beauty products are a rather distant second (40%). Women would also prefer a tangible gift (46%) rather than an experiential (35%).

According to Aliza Freud, CEO, SheSpeaks, “Our community of 250,000+ women are a great barometer for brands and retailers as they launch their holiday shopping strategies and try to reach the hearts and minds of female consumers.” The holiday shopping survey was fielded online between November 2 – 6, 2015 and 2,310 members of the SheSpeaks community responded. This infographic details the results.

About SheSpeaks

SheSpeaks is an influencer marketing and media platform fueled by its community of content creators with a reach of 100 million. Its recently launched video platform, SheSpeaksTV, produces and amplifies video content targeted to women age 25+.

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Judy Kalvin
Kalvin Public Relations
(914) 693-0123
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