Who Behind The What: Holiday Buying Personas [Infographic]

Each year as new sales records are broken we gain a clearer perspective on the volume of goods purchased online. From emerging tech to fashion, it’s easy to gain an understanding of the types of products consumers are buying. However, it’s not always clear who is doing the buying. After commissioning a survey of more than 1000 consumers, Blue Acorn iCi has identified the characteristics of holiday gift-buyers that you should consider for holiday marketing campaigns.

For instance, according to the study, there is only a slight difference between the number of women and men who buy online. Women in particular tend to buy more online, especially if they are successful and have at least one kid. Men, on the other hand, that buy more online tend to be millennials and either college students or within their first few adult jobs.

In addition to demographic information, this study identified several key trends about what may detract a consumer from making a purchase. Things like website security, paying for shipping, and even gift wrapping contribute to whether or not a consumer will convert.

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