Consumer Trends for Peak Season 2024

A big part of your e-commerce sales strategy this Peak Season will be knowing what consumers are looking for. Every SME Superhero needs a sidekick, so we’ve done the hard work to round up the top consumer buying behaviors set to shape the holidays this year. Use these insights to sharpen your business’ sales approach and prepare to cash in!

Peak Season 2024: five trends in consumer buying behavior

1. Consumers’ budgets will shrink

With global inflation continuing to bite, shoppers are beginning their holiday shopping early to spread the costs out. In a survey of US adults by Jungle Sprout¹, 42% of respondents said they intend to start shopping before October. Meanwhile, value for money will be a top priority for many consumers: half of UK shoppers say it will be their main consideration when searching for Christmas presents this year². 

What your business can do

• Now’s the time to review your pricing strategy to ensure it’s competitive. Look at your competitors’ price points – can you match or go lower?
• Be prepared for people taking their time before committing to buy. Provide value and inspiration – such as gift guides – but don’t be too pushy.
• Highlight the quality and unique selling points of your products within the listings so customers know they’re getting something special!
• Do you have some excess inventory lurking in a warehouse somewhere? It’s the perfect time to offer some discounts to help shift it.
• Offer lots of flexible payment options – including a “Buy Now, Pay Later” solution – at checkout, so customers can find one which suits their needs.
• Shoppers will be spending more time on marketplaces like Amazon where they can easily compare prices.
• Product bundling – offering multiple items together for a reduced price – will be appealing to shoppers looking for value, while giving you an opportunity to upsell.

2. Brand loyalty will wane

With price now a priority, consumers will become “brand promiscuous”, shopping around for the best deals. For e-commerce businesses already facing rising costs, there’s a dilemma: maintain current pricing but risk customers switching to lower-cost brands, or lower prices in the short term but see profits plummet.

What your business can do

Put the customer experience at the heart of your sales campaign this peak season to keep existing customers and attract new ones:

• Think personalisation – whether that’s sending customers personalised gift guides (you can use their browsing history to inform this), emailing loyal customers exclusive holiday discount codes, or little touches like addressing customers by their first name across communications.
• Engage with customers on social media, and respond to questions quickly. Be an active presence – you are your brand’s best salesperson after all!
• Consider adding a subscription model to your business. You’ll need to carefully consider how you can entice customers to sign up – value for money and discounts on your regular prices are big incentives. In turn, you’ll be rewarded with loyal customers and a guaranteed revenue stream. Here’s some tips to get it right.

3. Social media will lead product discovery

Move over Google…According to a Salsify consumer report⁶, 54% of Gen Z-ers, 45% of Millennials, and 27% of Gen Xers intend to use social media channels to discover gift ideas this holiday season. 

What your business can do

Make it easy for customers to buy. Many of the leading social media platforms have dedicated commerce tools that enable customers to buy from your business in a few clicks – TikTok Shopping and Instagram Shopping, for example. Customers can click on products within your social feed and complete a purchase without leaving the app. The simplicity of this is a big incentive for them to buy.   

Consider using an influencer. 69% of consumers trust influencers more than information coming directly from a brand⁷. Just be sure to carefully choose someone who naturally aligns with your brand’s values if you want content to appear authentic. And if you’re worried about affording a big influencer, don’t – research shows that posts from “micro” influencers have higher engagement rates⁸, making them a better choice for businesses looking to target a specific or niche audience.

Invest time in your social media strategy. Post regularly, respond to customers’ comments and questions quickly, and use analytics to track your campaigns’ performances. Social media marketing does require a bit of work, but can yield a high ROI for brands who get it right.  

4. Consumers will make greener choices

Sustainability is a big concern for consumers these days, and the peak period will be no different. Salesforce predicts 17% of gifts this holiday season will be resold items, as shoppers embrace eco-friendly ways to treat their loved ones⁵.

What your business can do

• Can your brand introduce a “pre-loved” section? This reverse logistics strategy promotes businesses repairing and repurposing their customers’ product returns ready for resale on their website, giving visitors a more environmentally friendly way to shop.
• What are your brand’s eco-credentials? Shout about them on your e-commerce website and integrate them into your marketing communications. Trust us, your customers are paying attention!  
• It may be ingrained in you that speed is the name of the game when it comes to delivery, but in DHL’s recent global shopper survey, almost half of respondents said they would be prepared to wait longer for their goods if it would help the environment. Be mindful of this when you’re choosing which delivery options to offer at checkout.

• Discover how DHL's GoGreen Plus solution can help your business reduce the carbon emissions associated with its shipments through the use of Sustainable Aviation Fuel.

• Remember the packaging. If your customer’s small order arrives swathed in layers of excessive packaging, they won’t be impressed – worse still, they might “package shame” your brand on social media! Here are some tips to get it right.
• Dive into DHL’s Green Logistics Toolkit – it’s packed with tips to help your business introduce greener processes. Happier customers, happier planet – and you’ll optimise your business’s output, too!

5. Sustainability in logistics will trend (again)  

Sustainability is no longer a niche topic for shoppers. 79% of consumers are considering sustainability in their holiday shopping this year, whilst 76% are even willing to pay more for eco-friendly products¹².

What your business can do

Shout about your eco-policies. Be clear about your products’ sustainability credentials but beware of “greenwashing” – if you’re saying a product is vegan, for example, be sure you have the certification to authenticate your claims.

Use sustainable packaging. Prioritize recyclable, biodegradable and plant-based materials. And use correct sized boxes – excess space is not only a waste of packaging materials but will cost your business more in shipping fees.

Offer low-emissions shipping options. DHL’s GoGreen Plus is a dedicated solution to help businesses reduce the carbon emissions associated with their shipments through the use of Sustainable Aviation Fuel. This biofuel is produced from renewable sources such as vegetable oils and agricultural crops. It’s specifically designed to be used as a substitute for traditional jet fuel and can reduce greenhouse gas emissions by up to 80% compared to fossil fuels. GoGreen Plus can be selected for individual shipments, making it a viable option for SMEs and e-commerce businesses with smaller cargo loads.

1. Standing out in a crowded market

You don’t need us to tell you that e-commerce is fiercely competitive. Whatever you’re selling, chances are there are thousands of other businesses out there doing the same – and they’re always just a click away to your prospective customers. To cash in this peak season, you’ll need to find a way to differentiate your offering…

What your business can do

• Personalisation is your secret weapon! Consumers shopping online want tailored experiences from brands – in fact, a recent survey found that 66% of people expect businesses to understand (and meet) their unique needs and expectations⁸.
• To give your customers a personalised service, tap into AI (Artificial Intelligence.) The technology will analyse your data to create customer segments based on the similarities it finds. This means you can develop marketing promotions or devise sales strategies for specific segments, which will increase your conversions.
• With AI, you can create product recommendations based on customers’ exact likes and browsing history. It can enhance chatbots to better understand customer sentient and deliver personalised responses. And it can build website visitors’ profiles based on what they’re searching for and deliver more specific results. These are just a few examples of its potential to transform your business’s user experiences…time to create an AI strategy?

3. Fulfilling customers’ orders

Peak season is the busiest time of year for many e-commerce businesses, and with customer expectations so high, they can’t afford to get anything wrong. For SMEs in particular, it can quickly become overwhelming managing all aspects of logistics and fulfillment.

What your business can do

• Consider outsourcing your logistics to a 3PL (third-party logistics) provider, like DHL. They will manage the receiving, warehousing, packaging and shipping of your products, leaving you to concentrate on the business of selling.
• Remember to be clear on your website about cut off times for pre-Christmas delivery so that customers place their orders in time and aren’t left disappointed. 

For more tips to prepare your business for the peak season rush, check out our holiday shipping guide.