(Reprinted from the original, in AdWeek here)
The 2020 holidays are missing their usual cheer as people scramble to adapt traditions and email their Christmas lists to Santa so he can browse the web for the best deals.
Almost three-quarters of shoppers polled in Channel Factory’s holiday season survey said they will take to the internet to find gifts for loved ones this year, with more than 30% starting their shopping earlier than usual (even as far back as October). Only half said they expect to spend as much as in previous years.
“In crises, decades happen in days, and nowhere has a trend been more amplified than in ecommerce, where in September alone we saw a 43% lift in online sales from the prior year,” said Channel Factory svp, global marketing, Lauren Douglass.
Shoppers are also leaning on connected TV like YouTube to find products, with 40% saying they discovered something new to buy through ads on the video platform. One in three people are actively seeking out YouTube for gift ideas (as well as home decor inspiration), and 32% attributed a holiday gift choice to YouTube.
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