Early holiday shopping & AI trust reshape retail strategies
New survey data shows consumers expect holiday shopping promotions earlier in the year, with a majority keen to begin purchasing well before November.
The latest research from global cloud communications platform Infobip indicates a growing trend for earlier seasonal shopping, underscoring a marked shift in consumer expectations and behaviour. According to the study, 47% of global shoppers expect to receive promotional offers related to the holiday season by the end of October, while an additional 31% look for these promotions in early November. The findings highlight that brands may need to accelerate their marketing calendars to capture consumer interest effectively.
Personalisation and timing
The survey results point to personalisation as a key driver for shoppers' purchasing decisions. Seventy-six percent of respondents expressed that receiving tailored offers is valuable to them, showing an increased demand for more relevant marketing communications.
In contrast, only 8% found over-targeted or irrelevant campaigns to be intrusive, suggesting a high threshold among consumers for personalisation, provided it adds value to their shopping experience.
"A key learning from this year's shopping season survey is that consumers globally are getting an early start on their holiday preparations - actively browsing, comparing options, and curating their wish lists well before November. The survey also highlights that shoppers increasingly want to control their brand interactions, choosing when and how they want to be contacted, and which channels they prefer. For retailers, success during the crucial holiday shopping season hinges on deeply understanding consumer preferences, engaging customers at the right time, through their preferred channels, and delivering personalised, meaningful content."
Ben Lewis, Vice President of Marketing and Growth at Infobip, emphasised the importance for retailers to understand and adapt to these changing customer behaviours.
Trust in AI technology
Artificial intelligence is becoming more accepted among shoppers for basic retail functions. Two-thirds of respondents (66%) said they are comfortable using AI for tasks such as product recommendations and order tracking. Notably, 16% trust AI suggestions as much as those provided by human associates, indicating increasing confidence in digital assistance for eCommerce experiences.
This rising trust in AI signals that consumers are not only open to new technology but may actively prefer its use in shopping settings where speed and personalisation are expected.
The need for speed
The importance of prompt communications during the holiday season remains strong. The vast majority - 90% - of survey participants said receiving order confirmations within minutes is essential to them. This expectation puts pressure on retailers to ensure their post-purchase communications are fast and reliable, crucially influencing customer satisfaction and loyalty.
Omnichannel engagement
The study also examined shoppers' preferred channels for receiving promotions and customer service. While email remains a leading medium for outreach during the holidays, other platforms such as WhatsApp, SMS, RCS, and app notifications are rapidly gaining popularity. This shift underscores the need for businesses to adopt a more comprehensive omnichannel approach to meet customers where they are most active.
Planning ahead
The Infobip survey was conducted among 1,600 respondents across eight key international markets, including the United Kingdom, United States, France, Spain, Brazil, India, Australia, and the Philippines. The diverse respondent base indicates that these trends are not isolated to a single country, but reflect broader, global patterns in consumer behaviour during the holiday shopping season.
