What Consumers Consider When Shopping for Holiday Gifts for Others
It’s not surprising that price is the top factor influencing shoppers’ gift purchases this holiday season. However, ratings and reviews are a close second.
Notably, ratings and reviews are particularly important for younger shoppers. In fact, this content outranks price among Gen Z’ers. And it’s tied as the #1 factor among Millennials shopping for holiday gifts for others.
Top Factors Influencing Consumers’ Gift Purchases This Holiday Season
Price
83%
Reviews and ratings from people who already purchased the item
76%
Shipping costs
65%
Products or brands you’re personally familiar with
61%
Recommendations from friends and family
60%
Trustworthiness of brand
60%
Ease/Speed of shipping
59%
Refund and returns policy
52%
Values of brand that align with yours
44%
How highly products rank in search engines
22%
Brands or influencers I follow on social media
22%
Generational Comparison: Top Factors Influencing Consumers’ Gift Purchases This Holiday Season
Gen Z
Reviews and ratings from people who already purchased the item
84%
Price
78%
Recommendations from friends and family
66%
Trustworthiness of brand
65%
Products or brands you’re personally familiar with
64%
Shipping costs
57%
Ease/Speed of shipping
55%
Refund and returns policy
47%
Values of brand that align with yours
45%
Brands or influencers I follow on social media
33%
How highly products rank in search engines
28%
Millennials
Reviews and ratings from people who already purchased the item
82%
Price
82%
Shipping costs
65%
Recommendations from friends and family
63%
Products or brands you’re personally familiar with
63%
Trustworthiness of brand
61%
Ease/Speed of shipping
60%
Refund and returns policy
53%
Values of brand that align with yours
46%
How highly products rank in search engines
26%
Brands or influencers I follow on social media
25%
Gen X
Price
84%
Reviews and ratings from people who already purchased the item
71%
Shipping costs
66%
Ease/Speed of shipping
59%
Trustworthiness of brand
58%
Products or brands you’re personally familiar with
58%
Recommendations from friends and family
56%
Refund and returns policy
51%
Values of brand that align with yours
43%
How highly products rank in search engines
18%
Brands or influencers I follow on social media
18%
Boomers
Price
83%
Shipping costs
63%
Reviews and ratings from people who already purchased the item
56%
Trustworthiness of brand
55%
Products or brands you’re personally familiar with
54%
Ease/Speed of shipping
52%
Refund and returns policy
52%
Recommendations from friends and family
50%
Values of brand that align with yours
36%
How highly products rank in search engines
13%
Brands or influencers I follow on social media
11%
Ratings and Reviews are Especially Influential Among Big Spenders
Will ratings and reviews influence the items you purchase as gifts and for yourself when shopping this holiday season?
Less than $250
For Gifts
48%
For Self
47%
$251-$500
For Gifts
65%
For Self
62%
$501-$1,000
For Gifts
75%
For Self
69%
$1,001-$2,000
For Gifts
79%
For Self
74%
$2,001-$5,000
For Gifts
84%
For Self
79%
$5,000+
For Gifts
89%
For Self
85%
What Consumers Consider When Shopping for Themselves This Holiday Season
Price also tops the list of factors consumers consider when purchasing items for themselves during the holidays, followed close behind by ratings and reviews.
Again, ratings and reviews are particularly important among younger shoppers. In fact, this content trumps price among Gen Z’ers shopping for themselves during the holiday season. And it ranks as a close second for Millennials.
Top Factors Influencing Consumers’ Purchases for THEMSELVES This Holiday Season
Price
79%
Reviews and ratings from people who already purchased the item
72%
Shipping costs
59%
Trustworthiness of brand
57%
Products or brands you’re personally familiar with
56%
Recommendations from friends and family
53%
Ease/Speed of shipping
52%
Refund and returns policy
49%
Values of brand that align with yours
45%
Brands or influencers I follow on social media
26%
How highly products rank in search engines
22%
Generational Comparison: Top Factors Influencing Consumers Purchases For Themselves This Holiday Season
Gen Z
Reviews and ratings from people who already purchased the item
79%
Price
74%
Trustworthiness of brand
63%
Products or brands you’re personally familiar with
62%
Recommendations from friends and family
59%
Shipping costs
54%
Values of brand that align with yours
48%
Ease/Speed of shipping
48%
Refund and returns policy
47%
Brands or influencers I follow on social media
39%
How highly products rank in search engines
30%
Millennials
Price
79%
Reviews and ratings from people who already purchased the item
78%
Shipping costs
60%
Trustworthiness of brand
59%
Products or brands you’re personally familiar with
58%
Recommendations from friends and family
56%
Ease/Speed of shipping
54%
Refund and returns policy
51%
Values of brand that align with yours
48%
Brands or influencers I follow on social media
30%
How highly products rank in search engines
25%
Gen X
Price
81%
Reviews and ratings from people who already purchased the item
66%
Shipping costs
66%
Trustworthiness of brand
54%
Products or brands you’re personally familiar with
52%
Ease/Speed of shipping
51%
Recommendations from friends and family
49%
Refund and returns policy
47%
Values of brand that align with yours
41%
Brands or influencers I follow on social media
19%
How highly products rank in search engines
17%
Boomers
Price
79%
Shipping costs
59%
Products or brands you’re personally familiar with
49%
Reviews and ratings from people who already purchased the item
48%
Trustworthiness of brand
48%
Refund and returns policy
47%
Ease/Speed of shipping
44%
Values of brand that align with yours
36%
Recommendations from friends and family
36%
How highly products rank in search engines
11%
Brands or influencers I follow on social media
11%
Ratings and Reviews are Essential for Holiday Shoppers
Holiday shoppers consider many factors when making purchases for themselves and others. Overall, price tops the list. That’s not surprising.
However, ratings and reviews are a close second. This content is particularly important for younger shoppers.
Now is the time to ensure you have plenty of ratings and reviews across your product catalog – especially those items you’re showcasing for the holidays. That way, consumers can make confident purchase decisions – whether they’re buying a gift for someone else or a little something for themselves.
This research is taken from 2023 Holiday Shopping Trends, a survey of 18,906 US consumers during August 2023.
Check out the survey hub for further insights.
Check out the survey hub for further insights.