Wednesday, October 2, 2024 As the final quarter of the year accelerates, Salsify and the Digital Shelf Institute’s (DSI) latest Ecommerce Pulse Report sheds light on evolving consumer trends and foreshadows potential shifts for 2025. The findings indicate that personalization is driving increased holiday expenditures, yet a forthcoming change in consumer habits may pose challenges for brands next year. The study, surveying over 1,000 shoppers from the U.
S. and U.K.
, finds that 37% of consumers are making purchases more often when recommendations are personalized, with Gen Z and millennials at the forefront of this movement. Indeed, 53% of Gen Z and 48% of millennials are more inclined to purchase when their shopping experience is customized. However, the horizon of 2025 shows a stark contrast, with 69% of consumers intending to reduce their spending—a significant signal for brands that rely on robust consumer spending.
Personalization Powers Holiday Sales The importance of the holiday season for retailers continues unabated, with this year’s sales being propelled by highly personalized shopping experiences. These range from individualized product suggestions to customized discounts, particularly resonating with Gen Z and millennials who prefer brands that recognize and respond to their specific preferences. Moreover, a notable 87% of consumers acknowledge that enhanced product content—from detailed descriptions and comparison charts to engaging visuals—significantly.