Using Quantcast data, analysed from tens of thousand of purchases across key retail categories, it is clear to see significant shifts in buying behaviour from the 2019 holiday season to how and what consumers buy today.
- Millennials are driving category growth – with increased audience buying across the 2019 holiday season and throughout the pandemic. With restrictions around travel and dining out options, this audience are reallocating spend across the retail category with the largest increase across luxury goods and homeware and furnishings.
- And Gen Z aren’t far behind – whilst Gen Z may not be the biggest gift buying audience, the audience has grown during the pandemic with the biggest audience growth seen in the luxury goods category.
- A mobile motivated audience – Mobile is the predominant device used to buy holiday gifts and has become even more prominent in consumer buying throughout the pandemic, even for larger priced (and sized) items like furniture.
- Parents need some pampering – having the kids at home, thanks to lockdown restrictions, seems to have spurred parents (especially the mums) to treat themselves to a little something. Both the fashion and luxury goods category saw audience growth among parents in both the 2019 holiday buying period and the new normal, when compared to the non-holiday 2019.