Radial recently conducted our third annual Peak Consumer Survey to help retailers and eCommerce brands understand consumer expectations for the 2022 holiday shopping season. Responses revealed a broad range of behaviors, including a preference for blending online and in-store shopping and a return to pre-pandemic expectations for delivery times.

Blurring the Line Between In-Store and Online Shopping

The majority of respondents (58%) plan to increase online shopping this year, but in-store shopping continues to be popular. Nearly half of consumers will shop in-store while a growing number of eCommerce customers will choose to have their orders fulfilled through buy online, pickup in-store (33%) and buy online, pickup curbside (30%). These store fulfillment strategies were popularized by the pandemic and do not appear to be going away.

Delivery Expectations Reemerge

Speedy delivery times remain a top factor for consumers when making eCommerce purchases, and our survey showed that their expectations have returned to pre-pandemic levels. During the height of the pandemic in peak season 2020, only 14% of consumers expected holiday eCommerce orders to be delivered within two-to-three days. In 2022, this quick delivery expectation has jumped to 33%. Only 28% of consumers expect delivery within three-to-five days, representing a year-over-year decrease of 17%.

Holiday Shopping Kicks Off Earlier

Black Friday and Cyber Monday will remain peak selling days for retailers and eCommerce brands, but many consumers are shopping earlier this year. Nearly half of all consumers will begin their holiday shopping before Black Friday, with 41% starting in October and early November. As consumers grapple with high inflation and seek retail deals and discounts, retailers can capitalize on the early shopping trend by offering promotions or creating their own pre-peak sales days.
 
We share additional consumer behaviors and expectations from our survey and ways retailers can deliver exceptional customer experiences on our blog.
 
About the Author
As Executive Vice President and Chief Operating Officer, Laura Ritchey leads Radial’s customer care, fulfillment, transportation and omnichannel business units, as well as the human resources, enterprise project management, and transformation functions.