From Adweek · Ashley R. Cummings · · 1m
Holiday Value Beyond Price
Consumers seek value beyond price during holidays, prioritizing relationships over discounts.
In brief
Consumers seek value beyond price during holidays, prioritizing relationships over discounts. Holiday shoppers prioritize brand relationships and experiences over price, driving long-term loyalty. Originally reported by Adweek.
Holiday Shopping Shifts
Consumers are becoming more selective about purchases during holidays, weighing price, quality, and experience.
Value Beyond Price
Value includes rewards programs, consumer experience, and product use, not just price discounts.
Decision Fatigue
Shoppers face trade-offs when choosing purchases, leading to slower decisions and higher price sensitivity.
Rewards Programs
Rewards programs help consumers find small delights they don’t usually buy, building long-term relationships.
Brand Switching
Consumers switch brands for cheaper alternatives but stay loyal to preferred brands they know.
Lifetime Value Focus
Brands should prioritize customer lifetime value over short-term transactions to build lasting relationships.
“Lifetime value of the customer. That, to me, is the measure of success on every partnership.”
Holiday Loyalty
Holidays are a critical window to turn first-time buyers into loyal customers for the new year.
The key point
Holiday shoppers prioritize brand relationships and experiences over price, driving long-term loyalty.
