Chart - Final Holiday Purchase Decision Factors

Consumers relied on various marketing channels to influence their holiday purchases, but the vast majority based their final decisions on factors such as price, including promotional offers (85%), free shipping (85%), and merchant reputation (78%), finds Baynote in a new study. Product reviews (71%), which are consistently being highlighted for their influence, also rated highly in this regard, as did a retailer’s return policy (65%). Studies from Wanderful Media and ShopRunner have revealed thatreturn policies can prove a thorny issue for online shoppers, so it’s not too surprising to see that factor featured among the leading decision influencers. While significant to some, the ability to receive rewards/loyalty points (47%), free shipping with a threshold (45%), and product availability (35%) were less important in shoppers’ final decisions. Read the rest at MarketingCharts.