NewsThe Integer Group® and M/A/R/C Research Release Study on Holiday Shoppers, Reveals 3 Archetypes

The Integer Group® and M/A/R/C Research have released the results of their joint research on holiday shopping behavior. The study is meant to provide retailers, marketers and advertisers with critical insights that can help them standout in the holiday sales competition this year. The study categorized shoppers into 3 distinct ‘archetypes’ –

• Early Birds, who complete shopping before Thanksgiving
• Thanksgiving Weekend Warriors, who shop between Thanksgiving Thursday and Cyber Monday
• December Carolers, who shop in the month of December

The study, which has considered statistics from over the past three years, divulges details such as the what, where and why of shopping behaviors and who comprised what percentage in each category. The results show that 56% of holiday shoppers are December Carolers, followed by Thanksgiving Weekend Warriors and Early Birds comprising 24% and 17% respectively. Deeper insights from the research revealed that 59% of men are December Carolers and shop at the last minute, while 27% women are Thanksgiving Weekend Warriors. Also, one-fourth of those aged 65 years or above are Early Birds, nearly one-third of millennials (aged between 18 and 34 years) are Thanksgiving Weekend Warriors, while a majority of those in the 35 to 65 years age bracket, the GenX or Baby Boomers as they are called, are December Carolers.

In addition to the statistics, the study report also advises marketers on how to target each archetype by focusing on their collective preferences. For ‘Early Bird’ shoppers, who value less time-consuming and effortless sprees, brands must make online shopping an easily accessible process for them.

The ‘Weekend Warriors’ category mostly look for greater value at lesser prices. For these shoppers, marketers must consider giving them differentiating value, as these shoppers mostly give more importance to products rather than location, be it online or in-store. A good deal added with discount in a good ambience will draw them easily. So, good customer experience is the key to conversion for these shoppers.

‘December Carolers’ are also looking at value for money. So, retailers need to be consistent with these category of shoppers. For them, loyalty is only so far as they get their money’s worth, and they can switch brands if need be. They may also look for deals online, when they are pressed for time and look for add-ons such as free gift-wrapping with their shopping.