Outbrain Holiday Shopping Study Finds 18- to 35-Year-Olds Most Likely to Increase Spending Levels This Year

Rhea-AI Summary

Outbrain's recent survey reveals that consumers aged 18-35 are likely to increase their holiday spending, contrasting with older demographics who plan to maintain budgets. The survey of over 8,000 participants indicates delivery speed is paramount for 52% of shoppers, followed by shipping costs (38%). Video content is crucial, with 61% of consumers viewing it as key for purchase decisions. In the U.S., 36% of shoppers will only shop online while 55% will shop both online and in-store. The report highlights the importance of brand accessibility and quality during the 2021 holiday shopping season.

Positive

• Young consumers (18-35) are expected to increase holiday budgets, indicating potential revenue growth.
• Speed of delivery (52%) and brand accessibility (54%) are significant factors influencing purchase decisions, suggesting effective areas for marketing efforts.

Negative

• Older demographics (56+) are less likely to change spending habits, which may limit growth opportunities in that segment.

NEW YORK, Sept. 14, 2021 (GLOBE NEWSWIRE) -- According to a recent survey conducted by Outbrain, a leading recommendation platform for the open web, consumers between the ages of 18-35 are more likely to increase their budgets this holiday season compared to other age groups. The survey goes on to find that those over 56 are more likely to keep the same spending habits.

Results from the company’s Consumer Insights for the 2021 Holiday Shopping Season survey, which surveyed more than 8,000 consumers worldwide, across the United States, United Kingdom, Australia, Germany, France, Italy, Spain and Israel, found that speed of delivery has now topped the list of consumer expectations. Globally, 52% of consumers ranked speed of delivery as influencing their purchase decisions, followed by 38% of respondents valuing free/discounted shipping. When making purchasing decisions, shoppers globally are driven by certain brand values, with 54% valuing brand accessibility/availability, followed by sustainability (47%) and brands that support local businesses (43%).

Marketers looking to capture the attention of shoppers this holiday season should identify key digital tactics that can turn browsers into buyers. Globally, 61% of consumers identified watching a video about a product as important to their decision making process. Besides video, 45% of consumers globally identify swipeable ads as the most engaging type of ad when browsing online.

"These findings are ultimately a growth playbook for retailers and other DTC brands as we head into the busiest time of the year," says Ayal Steiner VP, Global Ad Revenue at Outbrain. "The results help us and our partners hone in on high-value customer segments, understand the ad experiences that have the best impact such as video and carousel, and refine messaging to target consumer needs such as speed of delivery.”

In the last year, 71% of consumers globally also purchased a product outside of their home market, a trend that Outbrain expects to continue into the holiday season. Furthermore, 57% of global consumers only start planning their Black Friday purchases a few days or up to two weeks ahead.

“There is a real opportunity to break geographical boundaries and target customers around the world. Brands need to take advantage of efficient pricing in September and October to cultivate their global audience and drive brand consideration in advance of key holiday shopping periods,” adds Steiner.

Specific to the U.S. market:

• 36% of consumers plan to shop only online this holiday season, while 55% plan to conduct shopping both online and in-store.
• 66% of consumers prefer having information about a brand before they make a purchase for Black Friday. Product quality (48%) and affordability (58%) are other important factors that shoppers consider when trying new brands.
• 52% of consumers only start planning their Black Friday purchases up to two weeks beforehand.
  

Brands can learn more in the report “Consumer Insights for the 2021 Holiday Shopping Season.”

About Outbrain
Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide.

MEDIA CONTACT:
Matt LoDolce
mlodolce@outbrain.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/a4da0ade-ccb1-4052-8a4f-edd6f467bbf4

FAQ

What does Outbrain's survey say about holiday spending trends for 2021?

The survey indicates consumers aged 18-35 are likely to increase their spending, while those over 56 will likely maintain their budgets.

What is the most important factor for consumers when shopping online during the holidays?

Speed of delivery ranks as the most important factor, influencing 52% of purchase decisions globally.

What percentage of U.S. consumers plan to shop online only this holiday season?

36% of U.S. consumers plan to shop only online, while 55% will shop both online and in-store.

How significant is video content for consumer purchasing decisions?

61% of consumers consider watching a video about a product important in their decision-making process.

What trends did Outbrain identify for Black Friday shopping in 2021?

57% of global consumers start planning their Black Friday purchases only a few days to two weeks in advance.