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Approximately one-third (38%) of holiday shoppers say they will not shop on an e-commerce site that doesn't offer free shipping, according to a recent report from Bronto and Ipsos.

Moreover, 84% of holiday shoppers say free shipping influences their online holiday purchase decisions to some degree.

The report was based on data from a survey of 1,000 US holiday shoppers who were asked about what they want to see from retailers during the season and what makes them want to buy. A separate survey was sent to 100 major US retailers asking how they plan to entice shoppers this holiday season.

Despite the overwhelming popularity of free shipping, just 18% of the online-only merchants polled say they plan to offer it on all purchases this holiday season; 41% plan to offer free shipping on certain order values/at certain times, and 29% plan to do so as limited-time promotions.

Below, additional key findings from the report.

Types of Promotions

  • 71% of consumers say percent-discount promotions make them want to buy, and 72% of retailers say they plan to use these types of promotions this holiday season.
  • 52% of consumers say they like "buy one, get one free" promotions, but only 38% of retailers say plan to use them this holiday season.

Flash Sales

  • 54% of Millennial shoppers say flash sales are more likely to make them buy.
  • Interest in limited-time offers declines with age; only 39% of shoppers age 30-39 and 16% of shoppers age 50-64 say they want to see these sorts of sales.

About the research: The report was based on data from a survey of 1,000 U.S. holiday shoppers and 100 major retailers.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji