Top 5 Discoveries From The 2015 Holiday Shopping Season

By Laura Albert, Market Insights Analyst

The busy holiday season is behind us and consumers have probably finished up the last of their holiday returns. But for retailers it’s a slightly different story. Although the holidays have ended, retailers are gathering data, analyzing what strategies were successful, and are already thinking about the 2016 holiday season. In 2015, we saw retailers promoting sales earlier in the season and others, believe it or not, stayed closed on Thanksgiving Day and even Black Friday (gasp).  So how did consumers respond to these changes and what can retailers learn from the 2015 season in order to plan for the 2016 holiday shopping season?

Starting at the end of September 2015, CivicScience polled over 89,000 consumers on their various holiday shopping behaviors, such as their shopping progress throughout the season, their intent to shop during the Thanksgiving weekend, their in-store shopping annoyances, and more. After analyzing the data, we narrowed down the research findings to the top five most important discoveries from the 2015 holiday shopping season.

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