At a time when retail crime remains at elevated levels, 78% of shoppers in a study by mobile communications platform Theatro and survey platform Pollfish indicated they fear for their safety while holiday shopping. Some 60% of respondents said they want retailers to invest in more technology to keep stores safe.
Concern for their safety, budget constraints and tech annoyances all emerge as downsides to 2024 holiday shopping in the results of a Pollfish survey. Still, as they approach the holiday season, 26% of survey respondents said they planned to shop more in person for holiday gifts. To make the most of their holiday budgets, 34% of respondents said they are planning to wait for last-minute deals to stretch spending, while 43% said they would shop early so they could pounce on the best bargains as they occur.
Consumers typically expect staff shortages during the holidays, but that isn’t without consequences, as 27% of survey respondents said they likely would abandon shopping carts while waiting in to pay if there were not enough employees to keep checkout lines moving at a reasonable pace. Although many stores have added automation to their customer service initiatives, 24% of respondents said employees staring at a device is a top annoyance. The first priority for AI, where it is used in retail, as cited by 48% of respondents, should be streamlining the store experience.
“The holidays are a time for joy, but shoppers are delivering a clear message: Safety and service are non-negotiable while shopping for gifts in 2024,” said Theatro’s CEO, Chris Todd. “In a year defined by many stresses and pressures, retailers have a chance to stand out by providing memorable experiences that make every visit feel like a gift itself. Retailers have an incredible opportunity this holiday season to build trust and loyalty by meeting the evolving expectations of shoppers with incentives, policies and technology that prioritizes the customer experience while also keeping them safe. At the end of the day, it’s not just about the products on the shelves; it’s about crafting the ideal holiday shopping experience that keeps customers coming back year after year.”
