Social Commerce

Shoppers Count on Social Commerce But Not Mobile and Tablet Devices This Holiday Season [infographic]

A survey following last week’s presidential election reveals that shoppers’ behaviors will continue to be heavily influenced by social media, but not necessarily by their mobile or tablet devices, according to behavioral marketing company SteelHouse.

Here’s the rundown by the numbers:

  • 51 percent  of shoppers will NOT use their mobile device or tablet to browse or purchase gifts this holiday season.
  • 58 percent will NOT use their mobile or tablet device to comparison shop in-store to find better prices.
  • 89 percent WILL search online to find the best prices.

Shoppers Look to Facebook

Survey results indicate that social media sites, particularly Facebook, will play a big role in upping holiday sales this season. Nearly half of all respondents said they purchased a product or service they’ve seen recommended or shared on social media sites.

Specifically, 44 percent of shoppers purchased a product or service they’ve seen recommended or shared on a social media site. Of these consumers, 85 percent said they saw the item they purchased on Facebook, followed by Twitter at 23 perecent and Pinterest at 16 percent.

Influencing Shoppers’ Behaviors

This year, retailers will need to offer a combination of site engagement as well as special offers in order to get shoppers to spend money with them. The biggest influence on shoppers’ behavior prior to purchasing this year will be seeking product reviews and/or recommendations.

  • 64 percent of shoppers will read product reviews and recommendations before making a purchase.
  • Consumers cited free shipping (37 percent), percentage off (30 percent), and buy one, get one free deals (30 percent) as the top three offers they’re looking for this year.

“This holiday season we’re really focused on optimizing our website,” said Austin Caldwell, Interactive Media Director at “And to make sure we maximize our conversion, as soon as shoppers arrive at our site, they get two great offers – Free 2nd Day Shipping and Returns and a percentage off. These offers reinforce what our shoppers will be seeing in our online ads and on Facebook this holiday season.”

Shoppers’ Attitudes Towards Deals & Discounts

More than 50 percent of those surveyed indicated they plan to look for holiday deals and discounts on social media sites, but the majority of them will be looking for them on their computers, not on their mobile or tablet. In addition, coupon sites like Swagbucks, MyPoints, and Zanga were noted as hotspots for deal searching and collecting rewards.

Flash sale sites like One Kings Lane,, and Joss & Main continue to intrigue shoppers and grab holiday dollars. 42 percent of respondents are members of a flash sale site and 58 percent shared that they intend to purchase gifts from flash sale sites if the right products and offers are or presented.

Black Friday and Cyber Monday Shopping

Regarding Black Friday and Cyber Monday, shoppers indicated this year they will be specifically looking for electronics, media and clothing.

  • 70 percent will be shopping for electronics (TVs, computers, cameras, etc.)
  • 50 percent will be shopping for media – including DVDs video games and books.
  • 44 percent will be shopping for clothing and shoes.

The majority of shoppers say they will spend the same amount ($250 – $500) as they did last year online versus in-store this holiday season and will split their overall spending budget evenly between the two channels.


Today’s article is sponsored by Payvment: The #1 Social Commerce Platform

4 Comments Add New Comment

  1. You’ve got to be kidding on this infographic, to have anti-business Obama as the lead graphic. He just announced he’s doubling down and asking for a $1.6 Trillion new tax plan for 2013 and you really think people are going to spend money this Christmas.

    What stat did they get that 58% of Americans are more confident about 2013. How unscientific is that??? Confident about what, that there will be more taxes and more handouts for the greedy takers in our society.

    Christmas sales are predicted to go down this year compared to last year and year before so to start an infographic with a stat that is obviously political in nature taints the rest of the stats for me.

    I’ve always loved your articles and this infographic is visually stunning but I wonder who these 400 consumers are they polled.

    1. Mark, in using the infographic it wasn’t the political spin that was of interest to me, but the other data. I see your point, however, and appreciate your taking the time to comment so thoughtfully.

  2. Mark, thanks for your comments on our “visually stunning” infographic.

    The 400 people polled were nationwide consumers. The poll is scientifically valid as it is a randomized group of individuals across the country (52% male, 48% female) distributed among demographics, age, income (including those above $100k), education, and employment.

    The results have a +/- margin of 5% which, I’m sure as you recall, is a comparable margin of error as seen in the recent election polls shown on Fox News.

    Feel free to check out more of our infographics at

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