GPShopper study finds Americans want to buy online and pick-up in-store this holiday

Posted by Lauren Hand on Nov 28, 2018 12:00:00 PM
Lauren Hand

GPShopper, the leading mobile commerce and engagement platform for retailers that want to create custom app experiences for customers, released new research into consumers’ holiday shopping preferences and found that Americans that shop for gifts during the holidays prioritize convenience. Sixty-two percent said they would not wait in an hour-long line to purchase a gift and a majority (67 percent) of those interested in using tech in-store are interested in buying online and picking-up in-store to ease their experience this year.

The findings are based on the “Holiday Shopping Experience: Immediacy as Currency” report, commissioned by GPShopper, a Synchrony solution, and conducted by third-party research firm YouGov. The report looked at exactly how consumers plan to shop this holiday season to inform retailers how they can meet shoppers’ unique needs. Key findings include:

How Holiday Stress Impacts the Shopping Experience

Among those that experience stress during holiday shopping, a majority (53 percent) identified waiting in lines and crowds of people as one of the most stressful factors of holiday shopping; while 47 percent said not being able to find the product they want/need and a quarter (25 percent) said gifts arriving late causes them the most stress. To avoid any last-minute rush and escape the stress of holiday shopping:

  • Almost half (43 percent) of holiday shoppers said they’ll purchase gifts at least a month in advance to avoid any issues, compared to a slim 3 percent that said they’ll pay up to $50 more for rush shipping
  • 40 percent of holiday shoppers will give a gift card instead of purchasing gifts
  • 1 in 6 (17 percent) holiday shoppers will make a gift, such as a baked good, instead of purchasing gifts
  • Approximately 1 in 7 (13 percent) holiday shoppers will buy online at a more expensive price because a gift was not available in-store


“Retailers looking to stay competitive and cash in this holiday season must take a holistic look at shopping behavior – with convenience at center stage,” said Maya Mikhailov, co-founder and CMO of GPShopper. “What’s unique this year, according to our research, is that consumers will no longer tolerate crowds or bear long lines. In fact, they are desperate to avoid the craze and are seeking in-store shopping environments that deliver efficiency, above all else. The sharpest retailers will take note, listen to these consumer needs and respond swiftly with a variety of services that deliver a more rewarding shopping experience.”

Download Report


Topics: Retail Industry Research, Omnichannel Retail

About GPShopper

GPShopper is a mobile commerce platform and app developer for retailers, using technology to transform the total retail experience.  GPShopper is a Synchrony solution. 
Learn more.  

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