Digital shopping formed during the pandemic continues to be relevant while consumers also return to physical stores, according to a new Meta report.
According to the report, 67% of year-end shoppers surveyed discovered new products in-store while 66% discovered new products on their phones. Gen X and Baby Boomer product discoveries in mobile channels increased by five points to 58%. The survey also revealed that 7 in 10 shoppers intend to spend more or the same as they did last year.
The Meta Seasonal Holidays Study conducted by YouGov surveyed 18,189 people across 12 APAC markets about year-end shopping habits and attitudes from December 1st to 24th, 2021.
The survey also included year-end Mega Sale Days shopping trends:
- Mega Sale Days drive new product discovery and consideration. 94% of year-end shoppers surveyed could try a new brand in Apparel and Fashion (46%), Food (46%), and Electronics (41%). About 66% of those surveyed enjoyed discovering relevant items.
- Consumer shopping behaviors shift across different Mega Sale Days. In APAC, 12.12 and 11.11 are the most popular Mega Sale Days, with 79% and 77% of those surveyed participating.
- Product category skews are also noted. For 12.12, sales are skewed toward Apparel and Fashion (39%) and Health and Beauty (27%), in preparation for the holiday season. For 11.11, sales are skewed toward Apparel and Fashion (38%) and Food (31%).
- Gen Z and Millennials are shopping more on social platforms. About 40% have shopped on social e-commerce, 61% of which are Gen Z and Millennials. About 89% of social shoppers made a spontaneous discovery online, and are 1.3X more likely to purchase on mobile than a non-social shopper.