Winter Shopping Trend Report

January 2017 Retail Perceptions Report

How can retailers leverage the shopping behaviors of their customers to keep them coming back after the holiday shopping rush?

In the latest Retail Perceptions report, Interactions asked Millennial, Gen X and Baby Boomer consumers across the United States about their shopping experiences during the winter season.

Consumers act with convenience in mind, actively seek out retailers that create experiences, and appreciate the opportunity to co-create products. In fact, fifty-seven percent of shoppers will increase their budget if it means helping retailers create the products they purchase. They also like to receive personalized messages when in-store; despite the hustle and bustle of the winter season, consumers don’t expect retailers to fall short of meeting their expectations.

Consumers are using multiple channels to find what they want when it is convenient for them. Retailers that don’t give shoppers what they want will have a hard time securing repeat customers.

This report also includes a recap of the most wonderful time of year for retailers – the holiday season. Twenty percent of those surveyed began their holiday purchasing before Halloween last year, and fifteen percent say they shop for the holidays year-round. With 2016 holiday sales predicted to increase by almost four percent to an estimated $655,870 billion in consumer spending, retailers experienced their most competitive season yet.*

Make sure to read “Opportunities for Retailers and CPGs” at the end of this report for additional findings and actionable ways to leverage insights to attract shoppers and stay relevant this post-holiday season.

*National Retail Federation


Retail Perceptions explores shoppers’ insights on the trends affecting retailers and manufacturers today. The report pairs Interactions’ advanced reporting and analytics system with its insights capabilities in order for retailers and manufacturers to make more informed decisions.

Founded over 25 years ago, Interactions executes approximately three million events each year. As the global leader of product demonstrations and event marketing, we are able to employ our research capabilities to better assist our customers. By providing insights into shopper behavior, we provide the tools necessary for our customers to make smarter business decisions — driving significant sales increases.


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