The pre-holiday season is a special time for everyone, including advertising professionals. User behavior and demand for various goods and services are changing. To make it easier for you to understand trends and navigate, we have collected Russian and foreign studies that will help you understand what users want during the New Year holidays.
Deloitte New Year and Christmas 2018 Consumer Spending Survey
Consulting company Deloitte has published the results of the 20th annual international survey of consumer spending during the Christmas and New Year holidays. It turned out that the budget for New Year’s expenses of Russians is growing due to an increase in average income, the number of payment transactions made with bank cards corresponds to the European indicator, and the peak of the crisis sentiment associated with the recession in the economy has passed.
Here are some of the key takeaways from the study:
- This year, the average Russian’s New Year budget will amount to 17,600 rubles, which is 4% higher than last year’s figure (17,000 rubles).
- The share of gifts purchased from online stores is approximately 29% and is likely to continue to grow. However, this indicator still lags behind Europe, where the share of gifts bought online is 37%.
- Convenience stores are still out of competition when compared to online stores. Their advantages are the convenience of exchanging or returning goods, after-sales service and the degree of protection of personal information.
- In addition to discounts during the holiday season, shoppers expect from stores the ability to quickly exchange or return goods (38%), better information about available goods and discounts (36%).
- The number of Russians who plan to make purchases in December decreased from 84% in 2016 to 77% in 2017, while the share of those who will buy gifts until December increased – 15% in 2017 versus 10% in 2016 year.
Russians more often than Europeans (18% versus 12%) say in advance what they want to receive as a gift. As the most desirable gift, money is in the lead (men – 65%, women – 73%). In second place are tablets and computers for men (42%), and for women – travel (53%). However, traditionally, Russians will receive chocolate (45%) and cosmetics (42%) as gifts.
How Russians are preparing for the New Year – Yandex data
Yandex studied the behavior of Russians on the Internet and determined when people start entering the first requests related to the New Year theme into a search engine. It turned out that interest begins to arise already at the end of September. Users are looking for information about New Year’s tours and holidays, later they start looking for tickets for New Year’s events, and then gifts. Immediately before the New Year, the number of requests “table” and “recipe” increases, and after the holidays, users are interested in the work schedule of various enterprises.
The graph below shows the mention of words in search queries in different months before the New Year and after. You can view the complete data on the Yandex website.
What Russians give each other for the New Year – Yandex version
Recent research by Yandex on what gifts women and men choose, where they prefer to buy and how much they spend, and who they plan to congratulate. On average, men buy more expensive gifts, but plan to congratulate two to five people. Women buy up to 10 gifts, but cheaper.
The most popular category of gifts among Russians is cosmetics, perfumery and household goods. Children are traditionally given toys or electronics.
What is growing in demand in November – January – Yandex
The Yandex team studied the demand for seasonal product categories from 2015 to 2017 and found out what is in the highest demand between November and January. In November, the leaders were the wholesale purchases of Christmas trees, gifts, souvenirs and New Year’s decorations. In December, they mainly look for festive goods and Christmas trees already at retail, as well as skates, sleds, snow-scooters. In January, the most popular goods are skis, snowboards, and the demand for cinema tickets and bowling vacations is also increasing.
New Year’s Search & Video Trends 2017 – Google
Research of Russian-language search queries related to video during the New Year holidays. Google notes the similarities between search queries and YouTube queries. So, among the popular queries on YouTube – “best / worst gifts”, “advice”, “gifts to friends”.
Demand for cooking video recipes, especially salad recipes, skyrockets in December.
What are they looking for on Yandex.Maps
The Yandex team studied the queries of residents of million-plus cities in Maps and found out what types of organizations are most often searched for in certain months. For example, in December, they often look for concert halls, electronics stores, jewelry and household goods, as well as the addresses of the tax office. In January, they are looking for fitness centers, sports shops, theaters and cinemas and Orthodox churches.
Types of holiday shoppers from Google
Another Google research. This time, the company studied different types of buyers during the winter holidays and made conclusions about their behavior. The buyers were divided into four types:
- Evergreen – Buyers with high activity throughout the year. Such users turned out to be the most – 38%.
- Early birds – These people prefer to shop in advance for the holidays. There are exactly a quarter of them.
- Deel seekers – shop mostly on Black Friday and Cyber Monday when there are big discounts. There are about 18% of them.
- Last minute – Postpone holiday shopping for the last week before the holidays. There are about 19% of them.
The study contains information on how often users of one type or another make purchases through mobile devices, where they spend more time: in online or offline stores, etc.
Types of buyers and periods of their activity
Percentage of time in online and offline stores. Blue on the diagram indicates the time in the online store, blue – in offline points of sale
Percentage of purchases made in offline outlets, online stores and from mobile devices. Gray in the diagram shows the percentage of offline purchases, blue – online purchases and blue – purchases via mobile devices
6 tips for retailers during the holiday season
Think with Google recommendations. They will help advertisers connect with shoppers during the Christmas season and stay active throughout the holiday season.
Most popular New Year queries
Yandex specialists have compiled a list of the main user requests related to the New Year theme. Queries can come in handy when preparing campaigns for the New Year season. In total, there were 11 categories of requests, you can see them in the table.
Research on consumer behavior in other countries
The periods of the highest consumer activity during the New Year’s season in the United States
In the American version of the Think with Google portal, an article was published about when there is the highest demand for goods and services from buyers. The main trend is that users start shopping for the New Year and Christmas in advance, even before December. In addition, buying activity persists for some time after the holidays, and in the last week before the holiday, the number of offline purchases and “where to buy” searches increases significantly.
Online User Behavior During UK Holiday Season
Google conducted a study and found out how users behave on the Internet British shoppers: what searches they enter, where and from whom they prefer to buy, what precedes the purchase, etc. Here are some excerpts from the study:
- 76% of UK users over 18 have used three or more channels for holiday shopping.
- Two-thirds of respondents said they were ready to buy from new retailers during the holidays, and 46% did so.
- The number of searches for “brands like” and “stores like” has increased by 60% compared to the last two years.
- Half of those surveyed prefer to watch a product video before making a purchase.
- 90% of respondents learned about new brands from YouTube.
2017 Holiday Shopper Behavior
Consulting company Ipsos conducted research for the coupon site Offers.com on how users behave during the fall and winter holidays: Black Friday and Cyber Monday, Thanksgiving and Christmas.
Shopping activity peaked in 2017 on Black Friday, when 69% of users were shopping, and among millennials, 88% of those surveyed planned to buy on Cyber Monday. Least of all respondents (40%) cited Christmas Eve as a shopping period.
Percentage of purchases made on different holidays
Top Most Popular Shopping Resources for the Holiday Season
Where users prefer to shop depending on the holiday
The number of purchases made from mobile devices has also increased. In 2017, 73% of respondents planned to shop for the holidays using smartphones. For comparison, in 2014 this percentage was 44%.
How Ukrainians make a purchase decision
Research in the Ukrainian blog Google on how users buy online and what online and offline factors influence the decision. The quickest decisions are made to buy clothes and shoes – almost half of the purchases were made during the day and 30% during the week. They buy TVs within a week, laptops – within a month.
The share of mobile traffic is growing, especially when it comes to searching for information about a product. Thus, 33% of respondents searched for information about a product via mobile devices, but only 11% made an order via a smartphone.