Holiday 2019 | Where were people buying?

Holiday 2019 | Where were people buying?

Our Kotler Digital analysis team recently leveraged our cutting-edge KDP technology to gain insight into how and where customers purchased their Holiday gifts last year. Their findings showed that almost 47% of people surveyed said they purchased ALL their gifts online. Since Kotler Digital is a leading digital marketing agency, we decided to do a deep dive into what is driving the increase in online shopping.

Summary Findings

For the 2019 holiday shopping season, Kotler Digital conducted a survey of over 10,000 US consumers to gauge emerging patterns in online shopping habits and trends.

As expected, consumers did most of their holiday shopping online last year, citing convenience as the primary motivator.

47% of those polled did ALL their holiday shopping online. While 49% used a combination of online and in-store. And finally, only 4% say they shopped in stores only, but all of those people did say they researched the product online before buying in-store.

The survey also revealed some interesting findings regarding consumer perceptions on privacy, advertising, and sustainability,

Security Concerns

When asked, how many companies they think will get access to their personal information when they make a purchase online:

Almost half (48%) say they think it’s probably more companies than they can imagine, with 10% believing it could even be thousands of companies. Almost 70% said if they knew for sure their personal information was being shared with five or more other companies, they would be very concerned and probably re-think doing business with that online retailer. Only 5% polled said they didn’t care how their information was shared.


Consumers are trying to decrease their holiday shopping carbon footprint:

In fact, 85% of respondents said they tried to shop more sustainably this year. Of those, 45% said that they shopped online and used a single shipment online retailer, like Amazon, to cut down on fossil fuel usage. While 14% admitted sustainability did not enter into their holiday plans.


Many consumers have warmed up to social media ads, but not the noisy ones.

60% will click on social media ads when holiday shopping. 40% report that they don’t respond to ads on social media and 40% of those polled find video ads with audio annoying. A quarter (25%) of respondents find that receiving ads about things they were just talking about intrusive.


Consumers are starting to embrace new tech enhancements designed to improve the customer experience.

Almost half (45%) reported that they took advantage of voice assistants, virtual shopping tools like size simulators, and chatbots for their holiday shopping this last year. 21% indicated they used visual search-engine platforms, like Instagram and Pinterest. While 12% shopped via a voice assistant, like Siri, Google Home or Alexa.

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