Free Shipping and Returns Revealed as Top Motivators for Holiday Shoppers

January Digital’s latest consumer report created in partnership with Coresight Research reveals key consumer preferences for the 2021 holiday season including the most popular product categories, insights on product discovery and the degree to which social media is an influence across age groups. The report, titled “Where, What and How Will U.S. Consumers Shop for Holiday 2021?” aims to understand how consumers feel and how they are spending as retailers and brands navigate this highly competitive holiday shopping season. Notably, the report is consistent with other reports finding the current supply chain crisis is creating the need for brands and retailers to drive to sell early — meaning now — and sell their available inventory at full price to remain competitive and fulfill shoppers’ lists, as both parties are keeping limited inventory top of mind. “This is fundamentally shifting what promotions and discounts look like during the holiday sale season,” said Sarah Engel, chief marketing officer and chief people officer at January Digital. “Now Black Friday and Cyber Monday can actually go back to being specific sales days as opposed to the four weeks of promotion that have occurred the past few years that typically start on November 1.” Further, she said, from a

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