Holiday Season 2022 Brings Changes In Consumer Behavior, According to Research. Are You Ready For It?

Updated: October 5, 2022

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The holiday season is upon us, and so is shopping for the festivities. This period has always been a reason for joy for brands and marketers, since together with hot chocolate to heat up in winter, consumption and the market are also heated up. However, in this particular year of 2022, some companies might be apprehensive in the face of the global economic scenario.

But research shows that, yes, people are interested in buying this holiday season. In fact, this year they started doing their shopping earlier than previously. 

According to Think With Google, 26% of consumers have already started their year-end purchases, whether making their first purchase, looking for inspiration to make the decision or starting their gift list. 

But take a deep breath before you get excited. Despite the anticipation, budgets are lower. Searches for “good and cheap” grew 40% this year, according to the same research.

So yeah, you’re not entirely wrong to think that, given the current economic climate, consumers are more cautious — and choosing brands and products more selectively. So, does one motivate consumers during the holidays, and lead them to choose your brand?

Let’s take a look at some trends for Holiday Season 2022—straight from Google and other giants.

Last Christmas I gave you… a hard time due the pandemic

The search for the ideal gift started early and will be long. The reason for this is the impact that the pandemic has had on purchases in the last two years on the variation of prices, and on the availability of products. So, consumers are already researching in advance to ensure that they will be able to buy the best offer, without fluctuating prices and according to the available budget.

According to a survey by Retail Dive, 83% of consumers surveyed reported increases in the prices of the products they usually buy at the end of the year, so a large part will change the way they shop during this period to mitigate the effect of increases in prices. 

In addition to discounts, which is what consumers most expect, offering free and fast delivery, easy exchange and returns and available stock are also tools to get the best offer available. According to a survey conducted by Think With Google, 75% of people who will shop online in the holiday season intend to buy from companies that offer free delivery. 

More than ever, it is necessary to keep an eye on this behavior and be prepared to offer discounts and advantages at the right time.

Twinkle Twinkle, little content

Consumers who have already started their year-end surveys, but have not yet made their first purchase, are waiting for the ideal offer and are also looking for inspiration and gift ideas. After all, it is not so easy to prepare a gift list, especially in a year when everyone will finally be reunited.

An important data from the last year to take into account is the use of different channels to carry out research before making the purchase. 54% of consumers used 5 or more channels – search engines, videos and social media – to research seasonal purchases within a two-day period.

Consumers want to find much more than a photo of the product, but to understand the lifestyle, operation, pros and cons, and the feeling of having the product before you even have it. Brands and retailers can have this strategy running between channels as the biggest tool to motivate consumers to make purchases.

A tip is to pay attention to organic content generated by blogs, influencers and real customers, understand what is being said about your brand and product so that this is another tool to convince the consumer.

All I want for Christmas is… unexpected offers

The economic scenario has made consumers more picky, being able to stop choosing between favorite brands because of the price. So Black Friday will be the best opportunity to offer the long-awaited offers for those who already have the list ready and convince them to buy your brand’s product.

It’s important to consider that some people use Black Friday for other purchases that they have been researching throughout the year, so they can leave Christmas gifts for the last minute and for a next purchase.

A new survey by Gartner shows that 75% of consumers don’t expect to see as many discounts or even more discounts than in the same period last year. Therefore, Black Friday can be the right time to surprise and make the customer have reasons to make a new purchase with you.

A discount coupon for the next purchase or cashback could be the factor that will make them come back later this quarter.

Time is everything. People who leave everything to the last week will probably start to disregard finding the best price, but it’s still a good time to offer free and fast delivery for the expected date or even start directing customers to physical stores. 

Being able to deliver the product when the customer needs it is also a determining factor for customer trust and loyalty.

Have yourself a merry little Holiday Season

The quarter promises to be very heated. With consumers anticipating, brands and retailers will experience a well-balanced sales period, as purchases began in September. With a good offer – not just price, but speed and quality – it is possible to anticipate some purchases for October.

But it is important to adapt: ​​consumers are more demanding both in terms of product quality and price. And for that, it is necessary to be on all channels to convince them.

It is worth mentioning that before making the purchase, the consumer is looking for inspiration and ideas for gifts, and the brand that offers this through content will be one step ahead.

Do you want to continue to be updated with Marketing best practices? I strongly suggest that you subscribe to The Beat, Rock Content’s interactive newsletter. There, you’ll find all the trends that matter in the Digital Marketing landscape. See you there!


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