Market Overview

Valassis Holiday Shopper Survey: Both Online and Offline Commerce are in for a Happy Holiday Season

  • 83 percent of consumers still plan to shop after Cyber Monday, with
    purchases swayed by promotions
  • Nearly 80 percent of moms, millennial parents will leave a store in
    search of a better deal
  • 53 percent say coupons are the biggest influence on their holiday

a leader in intelligent media delivery, today announced results from its
2017 Valassis Holiday Shopper Survey. The findings provide insights into
consumer expectations and behavior for the remaining 2017 holiday
shopping season, particularly for moms, millennials and millennial

According to the study, the shopping season is far from over: 83 percent
of holiday shoppers plan to purchase gifts after Cyber Monday and more
than half (56 percent) of these shoppers are headed in-store for their
purchases. According to RetailMeNot,
87 percent of consumers plan to visit a physical retail store in the
month of December – representing an opportunity for brick and mortar
retailers in the last few weeks before the holidays.

Consumers are looking for deals, with 82 percent of respondents – and 88
percent of millennials – saying that offers sway their gift lists.
Overall, 53 percent of respondents (and 61 percent of moms) say coupons
are the biggest influence on their holiday purchases.

Coupons and discounts drive where holiday consumers shop, what they buy
and their loyalty to a store. This is especially true for moms and
millennial parents when it comes to holiday shopping:

  • Where to shop: Coupons and discounts drive the store decision
    for moms (79 percent) and millennial parents (74 percent) (compared to
    67 percent of all respondents)
  • What to buy: Coupons and discounts help decide purchases for
    nearly three-fourths of moms and millennial parents (compared to 64
    percent of all respondents)
  • Store loyalty: The majority of moms and millennial parents
    (approximately 80 percent) say they will leave a store if they think
    an item can be bought for less elsewhere (versus 69 percent of all

"While the Black Friday through Cyber Monday weekend represents the most
popular holiday shopping timeframe, consumers shop and save throughout
the season," said Curtis Tingle, Chief Marketing Officer, Valassis.
"The last stretch of the season offers brands and retailers an
opportunity to influence purchasing decisions, and with the right
integrated strategy, activate shoppers across channels with relevant

Additional key findings from the 2017 Valassis Holiday Shopper Survey

  • Consumers – especially millennials – do their homework before
    • 85 percent of consumers research holiday gift purchases, with
      millennials (50 percent) and millennial parents (56 percent)
      saying they spend a lot of time doing so
  • Shoppers – particularly moms – hunt for holiday gift deals across
    • Among those who research holiday purchases, below are the top
      three ways they plan their shopping
      • Use deal websites (59 percent of all respondents; 73 percent
        of moms)
      • Use emailed sales/promotions (57 percent of all respondents;
        67 percent of moms)
      • Use mailed sales/promotions (47 percent of all respondents; 60
        percent of moms)
    • Print ads encourage 45 percent of shoppers to go online to make a
      purchase from that advertiser
      • Especially true for moms (56 percent) and millennial parents
        (58 percent)
    • Busy millennial parents look to purchase holiday gifts during
      the work week:
      • Nearly half (49 percent) say they make holiday gift purchases
        from work due to an email, online ad or mobile notification
        (compared to 30 percent of all respondents)
      • Forty-one percent holiday shop at stores close to work on
        their lunch break or before/after work (as opposed to 27
        percent of all respondents)

About the Survey

The 2017 Valassis Holiday Shopper Survey was conducted by a third-party
research organization, Prosper Insights and Analytics™, a global leader
in consumer intent data, from November 13 – 17, 2017. The survey was
conducted online among a representative group of 1,000 adults age 18-70
in the United States who indicated that they do at least some of the
holiday gift shopping in their household.

About Valassis

is a leader in intelligent media delivery, providing over 58,000 clients
with innovative media solutions to influence consumers wherever they
plan, shop, buy and share. By integrating online and offline data
combined with powerful insights, Valassis precisely targets its clients'
most valuable shoppers, offering unparalleled reach and scale. NCH
Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries,
and RedPlum® is its consumer brand. Its signature Have You
Seen Me?® program delivers hope to missing children and their
families. As wholly owned subsidiaries of Harland
Clarke Holdings
, Valassis and RetailMeNot,
a leading destination for digital savings, are partnering to connect
retailers and consumers through meaningful digital, mobile and print

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