Omnichannel festivities: Where UK shoppers are spending this Golden Quarter

Summer is only just behind us, but festive bells are already ringing for brands. This Golden Quarter, there is an exciting opportunity for brands to connect with consumers in real time as UK shoppers are blurring the lines between digital and physical commerce.

To make a meaningful impact, brands need to meet their audiences where they are browsing – across multiple touchpoints. Achieving this requires an effective omnichannel strategy.

The omnichannel mindset

Consumers are no longer relying on one channel to do their Christmas shopping. Today’s users are moving fluidly between digital and physical storefronts:

• 93% of shoppers are buying at least some of their gifts online while 7% are buying exclusively online
• More than 56 per cent of UK consumers have already made purchases through social media
• 55% of UK shoppers purchased gifts both online and in-store

Social media shopping

Social media is a thriving shopping frontier so we're not surprised that these platforms are set to be more influential than festive TV ads this Golden Quarter.

From initial discovery to the point of purchase, creator content, trends and reviews inform purchases throughout the customer journey. In fact, over 70% of 16–24-year-olds agree that social media influences their festive purchases.

• TikTok: TikTok’s integrated storefront is a powerful eCommerce tool. Brands can leverage influencer endorsements, live streams and user-generated content to connect with consumers and drive them toward shoppable content.
• Pinterest: From decorations and food ideas to gift bundles, browsers are using Pinterest for inspiration and festive prep. The platform has been taking on a growing role in the purchasing process with a 50% year-on-year increase in buyable items saved to boards.

Your takeaway

Use social media to your advantage by creating new eCommerce options for your brand. Over Q4, social media is a key player as a discovery channel, and consumers are more likely to move to a new brand over this period. To tap into this fast-paced trend-driven consumer mindset, think shoppable posts, influencer partnerships, limited-time offers and exclusive product drops that drive urgency and excitement.

The high street is back

Despite the popularity of online shopping, brick-and-mortar stores are still in the game. Gen Z and Millennials are leading this high street revival, driven by a desire for immersive in-store experiences and nostalgia.

In-person shopping complements online purchases, offering authentic engagement throughout the festive period. But the physical customer journey needs to be as seamless as the digital. Shoppers want speed, flexibility and variety, regardless of where they are browsing.

Your takeaway

Ensure every experience, both online and offline, is optimised. Integration is the key to a seamless shopping journey, and there should be no difference in the convenience of your physical and digital storefronts.

From the checkout process to delivery options and payment preferences, the customer experience should be efficient and synchronised across all touchpoints.

Get omnichannel ready with IDHL

This Golden Quarter is your brand’s opportunity to pull ahead and now is the time to act. IDHL can help you develop a strong omnichannel strategy that prepares you to meet consumer demands, wherever they are browsing.

From data-driven social commerce to seamless channel integration, we’ve got you covered. Get in touch with our experts today.