Many retailers are adapting their marketing playbooks as they prepare for an unprecedented holiday shopping season. The shopping weekend that stretches from Thanksgiving Thursday through Cyber Monday – often referred to as the ‘Cyber 5’ – will look different this year as retailers implement BOPIS and curbside pick-up options and announce plans to close their brick and mortar stores on Thanksgiving Day. Many retailers will also start their holiday promotions early to account for expected distribution and shipping delays given the surge in e-commerce volume since the onset of the COVID-19 outbreak.
To help retailers better understand consumers’ 2020 holiday shopping mindset, we asked our audience when and where they plan to shop, and what they’re most concerned about this holiday shopping season. We also look at the ways consumers typically learn about sales from their favorite retailers and ask if higher shipping costs will impact their online purchase decisions this year.