Practicality, self-care, and surprises: why deep discounts aren’t the main motivator for consumers

While discounts and sales events have long been associated with holiday shopping, new data from leading eCommerce provider Visualsoft reveals that consumers are motivated by more than just deep discounts when it comes to their seasonal and gifting purchases. From practicality and self-care to nostalgia and personalised experiences, shoppers are adopting a variety of strategies to make their purchases this season.

The influence of nostalgia

The report reveals that 46% of people agree that nostalgia influences their Christmas shopping, with this being particularly prevalent among younger generations. A significant 72% of 18-24-year-olds and 62% of 25-34-year-olds agree, as they turn to the comfort of childhood memories in a time of ongoing social and political challenges.

Self-care is also an important factor, with 56% of consumers using online discounts to treat themselves. Younger people are especially likely to indulge in this behaviour, with 74% of 18-24-year-olds and 75% of 25-34-year-olds taking advantage of discounts for self-care.

In terms of gift preferences, 63% of consumers lean towards practical presents. However, there is a noticeable North-South divide, with 70% of respondents in the North West agreeing they will buy practical gifts, compared to only 58% in the South West.

Power of personalisation

Personalisation is a growing trend, with 44% of shoppers enjoying finding or creating personalised gifts. This is especially popular with younger age groups, as 64% of 18-34-year-olds say they enjoy creating personalised gifts, compared to just 32% of those aged 55 and over.

Surprise gifts remain a popular choice, with 61% of people saying they enjoy finding imaginative and unexpected presents. Female shoppers are particularly keen, with 69% looking for surprise gifts, compared to just 52% of men.

Sales events make a difference

Sales events still play a role, with 46% of consumers agreeing that they allow them to buy more luxurious gifts. This is most notable among younger demographics, with 71% of 18-24-year-olds saying Black Friday and Cyber Monday enable them to buy gifts they wouldn’t usually afford. Regionally, 61% of Londoners plan to use sales events to buy luxurious items, compared to just 35% in Yorkshire and the Humber.

Although sales events remain popular, only 37% of people save their purchases for key sales days. Young Londoners are the exception, with 58% planning to wait for Black Friday or Cyber Monday to make their Christmas purchases. In contrast, only a quarter (28%) of buyers in the East Midlands will do the same.

When it comes to loyalty, 47% of shoppers treat small online brands and big-box retailers equally, while 16% prioritise major players. However, there is a growing trend towards supporting smaller independent businesses, with 21% of shoppers preferring to buy from them. This figure rises to 40% for 18-34-year-olds. Regionally, 37% of Londoners are more than twice as likely to support small online brands compared to shoppers in the North East and East of England (16%), and almost four times more likely than those in Wales (11%).

Values are also becoming increasingly important, with 18% of 18-24-year-olds showing interest in sustainable products. However, price (65%), quality (49%), and reviews (24%) remain the most influential factors in purchase decisions.

For online shopping, the entire shopping journey matters. Consumers are influenced by delivery costs (55%), product availability and selection (42%), delivery speed and reliability (39%), return policies (31%), and ease of website navigation (28%).

Ashley Wright, Chief Commercial Officer from Visualsoft commented: “There are clear indicators that shoppers are influenced by seasonal messaging such as nostalgia, value, and discounts, both through direct engagement and via digital and social channels. Younger groups tend to be more generous when it comes to gifting, while older groups often seek inspiration. Understanding what matters to each demographic is key. Price, quality, and discounts remain the most influential factors in seasonal purchase decisions, while delivery costs and product availability are crucial for online shopping.”

The report ‘Make Golden Quarter 2024 shine: Unwrapping UK shopper gifting trends for dazzling engagement’ delves into British attitudes towards online shopping uncovering key preferences, sentiments, and purchasing behaviours ahead of Christmas.