{"id":17609,"date":"2021-11-04T00:00:00","date_gmt":"2021-11-04T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/how-to-be-ready-for-holiday-shoppers-this-year\/"},"modified":"2026-02-25T08:34:17","modified_gmt":"2026-02-25T13:34:17","slug":"how-to-be-ready-for-holiday-shoppers-this-year","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/how-to-be-ready-for-holiday-shoppers-this-year\/","title":{"rendered":"How to be ready for holiday shoppers this year"},"content":{"rendered":"
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Suchi Sastri, Managing Director and Partner (Boston Consulting Group).\u00a0<\/span><\/h4>\n

Google and Boston Consulting Group conducted a series of surveys to understand changes in consumer shopping behavior ahead of the holiday shopping season. Suchi Sastri, managing director and partner at Boston Consulting Group, breaks down what the findings mean for retailers.<\/i><\/p>\n

I work closely with retailers across the globe on their large-scale digital transformations as a partner at Boston Consulting Group. As the holiday season approaches and the pandemic continues to evolve, many of my clients want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it\u2019s still early, fewer U.S. holiday shoppers say that COVID-19 will impact how they shop for the holidays this year \u2014 only 35% compared with 53% in 2020.1<\/sup>\u00a0At the same time, consumers have\u00a0permanently changed<\/u><\/a>\u00a0how, when, and where they shop.<\/p>\n

To better help retailers understand these changes, we launched a series of surveys in partnership with Google and Dynata to over 12,000 U.S. consumers across retail categories. Here\u2019s what we found.<\/p>\n

So what does this mean for your business, and how should you adapt your holiday marketing strategy? Taking a closer look at category-level insights, here are a few tips that BCG recommends retailers \u2014 whether you have stores or not \u2014 consider this holiday season.<\/p>\n

1. Highlight shopping options based on category<\/h2>\n

To consumers, the role of the store will vary based on their needs and the category of products offered. We found four primary motivations that bring consumers in-store \u2014 convenience, immediacy, in-person experience, and product trial. We also found that product categories tended to align with these pairs of motivations.<\/p>\n