Holiday Shopping Analysis 2022

Holiday Shopping Analysis PowerPoint

While the 2021 holiday shopping season was an improvement from 2020, COVID-19 prevented a complete return to normal. In 2022, Deloitte is projecting holiday shopping increases of 4-6% from 2021 and 72% of shoppers expect to spend the same or more than last year. However, with inflation and prices of products on the rise, many shoppers are looking for ways to save this holiday season. Sixty percent of shoppers plan to look for coupons and discounts, while 34% say deals and promotions are most important when deciding where to shop.

TVB’s 2022 holiday shopping analysis demonstrates the power of local broadcast television. Whether consumers will be shopping online or in stores this holiday season, retailers can relay weekly deals and drive purchases by using local broadcast TV to target all shoppers based on their geographic location and needs.

Some major 2022 holiday season insights are:

  • According to Deloitte, 2022 holiday retail sales are expected to increase anywhere from 4-6% from 2021, while e-commerce sales are expected to increase 13-14%.
  • 72% of shoppers expect their holiday spending to increase or stay the same as 2021.
  • The majority of consumers plan to start holiday shopping in October or November.
  • Broadcast TV delivers top holiday ratings and reach.
  • 77% of consumers shop both online and in-store.
  • For both online and in-store shoppers, TV ads are important.
  • TV ads are the top advertising medium for purchase influence and most important in the awareness stage for both types of shoppers.
  • Broadcast TV assets can reach online and in-store shoppers who stream programming on ad-free platforms.
Source: Deloitte 2022 Holiday Retail Sales.
Source: GfK TVB Purchase Funnel 2022 A18+ Browse & Purchase In-Store: In-store retail category, Browse & Purchase Online: Online retail category; QA4 “Thinking about the ads you saw/heard for the categories, which advertising media made you most aware of the category?” Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled.
Source: GfK TVB Purchase Funnel 2022 A18+: Retail
QA10 “When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search?” (Yes = combination of Every time, Most of the time & Sometimes)

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.