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Survey: online, offline commerce are in for a happy holiday season

Valassis (, which specializes in “intelligent media delivery,” has announced results from its 2017 Valassis Holiday Shopper Survey. The findings provide insights into consumer expectations and behavior for the remaining 2017 holiday shopping season, particularly for moms, millennials and millennial parents.

According to the study, the shopping season is far from over: 83% of holiday shoppers plan to purchase gifts after Cyber Monday and more than half (56%) of these shoppers are headed in-store for their purchases. According to RetailMeNot, 87 % of consumers plan to visit a physical retail store in the month of December – representing an opportunity for brick and mortar retailers in the last few weeks before the holidays.

Consumers are looking for deals, with 82% of respondents – and 88% of millennials – saying that offers sway their gift lists. Overall, 53% of respondents (and 61% of moms) say coupons are the biggest influence on their holiday purchases. Coupons and discounts drive where holiday consumers shop, what they buy and their loyalty to a store. This is especially true for moms and millennial parents when it comes to holiday shopping, according to Valassis.

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