With the threat of COVID-19 still part of our everyday lives, the 2020 holiday season will be unlike any other. Six in ten holiday shoppers say that the pandemic will impact their shopping plans this year. Consumers are expecting to spread their shopping out over several months, with the majority of holiday shopping starting in November. Given the state of the pandemic, consumers unsurprisingly will be doing more online shopping this year than ever before.
It is increasingly important for retailers to target and reach these online shoppers during a time when online shopping is the only option for many during this holiday season, all while delivering trusted information during this pandemic. TVB’s 2020 holiday analysis demonstrates the power of local broadcast television during these unprecedented times.
Some major 2020 holiday season insights are:
- 73% of holiday shoppers expect their spending to increase or stay the same in 2020.
- Consumers plan to spend $283 on gifts for kids and $160 on gifts for significant others.
- TV commercials are the top way consumers discover holiday shopping deals.
- Over 60% of consumers will spend more time shopping online and less time in-store.
- Television complements the Internet by influencing online traffic and search selections.
- During the pandemic, television was the #1 reach platform. Local broadcast television news was the #1 trusted source, while its websites/apps were the highest trusted digital source.
Source: 2020 PowerReviews. Survey took place in August ‘20 of 5,383 active shoppers.
Source: TVB/Dynata Coronavirus Media Usage Study Update September 2020 P18+ N = 5,000 Q: Did you see/hear this source in the last 24 hours? (digital media comprised of computer/tablet/smartphone) Television (broadcast & cable).
Source: TVB/Dynata Coronavirus Media Usage Study Update September 2020 Total P18+ N = 5,000 Q3x1: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the news I see/hear on this media source; Top 2 boxes shown