Google has released new behavioural insights into 2019 holiday shoppers, with tips on how to sell to US consumers.
According to Google’s data, mobile searches for “best deals” have grown by 90%. So it should come as no surprise that the #1 factor when consumers decide where to buy is whichever retailer has the lowest price.
Consumers also appreciate being able to do what they want all on their own. Around 70% of shoppers say they like it when companies make it easy for them to do what they want without having to talk to anyone
It’s also interesting to note that searches around “rewards apps” and “Black Friday deals” are up 200% this year. Although consumers are getting their shopping started before Black Friday hits – 37% of holiday shopping has been completed before the week of Black Friday and Cyber Monday.
Here’s a look at what influences US consumers most when buying goods online.
Buying Decisions: Most Influential Factors
Google separated its data into three categories: hard goods, soft goods, and everyday essentials. The most influential factors are largely similar across all categories.
Here’s what influences US consumers most:
- Lowest prices
- Free shipping
- Sales, discounts, & promos
- Fast delivery
- Free shipping
- Product availability
- Customer reviews
- Estimated delivery date
- Cross-store price comparisons
These factors were found to be least influential for US consumers:
- Popularity on social media
- Ability to share product pages
- Ability to chat with the merchant
- Non-credit card payments
- Reviews from family/friends
- Loyalty rewards program
- Customer store reviews
- Brand/company based in-country
This data can be used to guide your ecommerce marketing strategy with regards to where you should focus your efforts.
For example, highlighting the fact that you offer lower prices than competitors is more important than emphasizing you’re a US-based company. As Google says, “When you can beat the competition, make sure you show it.”
Above all, Google recommends aiming for fast and free shipping when selling to US consumers. Consumers in the US are much more interested in fast shipping times than in-store pickup.
For more data, see Google’s full study here. Also check out Search Engine Journal’s Complete Guide to Holiday Marketing.