What Are the Different Holiday Shopper Styles?

The holidays — and holiday shoppers — are coming, whether you’re ready or not.

But it’s without a doubt the brands planning ahead for the festive season that will reap the biggest rewards. Before you know it, it’ll be time to start planning your holiday campaigns.

Salsify’s ”2024 Holiday Consumer Research” report, a survey of shoppers from the U.S. and U.K., illuminates how consumers plan to spend, shop, and celebrate this holiday season.

Explore the six main types of holiday shoppers, including what they value the most from the brands they buy from and how you can best reach them this holiday season. 

6 Holiday Shopper Styles That Will Dominate This Season

Here are the six most popular shopper profiles that will be on the prowl this holiday season. 

1. The Bargain Hunter

Who doesn’t love a good bargain? Our report found the average shopper is keen to snap up a good deal. Thirty-six percent of shoppers (the highest percentage in the survey) identify as The Bargain Hunter. They’re constantly looking for ways to save money and extract as much value as possible from their purchases.

There’s a good chance these shoppers will be driving a hard bargain on major ecommerce holiday dates like Black Friday and Cyber Monday — the time of year they can enjoy the biggest savings.

It’s a no-brainer what The Bargain Hunter values most:

• Savings
• Discounts 
• Value

If you want to meet them where it matters, you need to slash your prices. These shoppers will choose the cheapest products on the market or those that offer the best value for money. 

Win Over The Bargain Hunter With Irresistible Offers

Winning over The Bargain Hunter isn’t just about being the cheapest brand on the market — in fact, that might put them off. Instead, you want to show these holiday shoppers that they get far more bang for their buck with you than any other brand. 

Here’s how you can win over The Bargain Hunter:

• Bundle similar products together. Group together relevant products and sell them as a bundle for a highly reduced price. Shoppers will understand they’re getting lots of extras for their money. 
• Throw in a freebie. Give away something for free with every purchase—these holiday shoppers love to feel like they’re getting something on the house. 
• Match the competition. Closely track what your competitors are doing this holiday season and match their prices. While you don’t need to be the cheapest price going, you do need to be competitive. 
• Offer time-sensitive discounts. Create a sense of urgency with time-limited discounts and deals. These are particularly effective around fast-paced holiday events such as Black Friday and Cyber Monday. 

2. The Luxury Lover

Thirteen percent of respondents identified as The Luxury Lover, leaning towards high-quality products and even higher price tags.

The Luxury Lover values three main things:

• Prestige
• Exclusivity
• Product quality

Feeling special is a high priority for The Luxury Lover, and they’ll often choose brands that provide an exclusive vibe or top-of-the-range products. 

Win Over The Luxury Lover With Beautiful Product Assets

The Luxury Lover is sophisticated — something that should be reflected in the products they buy.

There are a few ways you can attract (and maintain) The Luxury Lover:

• Use beautiful product photos. Your product pages should ooze elegance and charm, boasting beautiful, high-quality product photos and content that matches the high price tag. 
• Choose copy that resonates. Luxury products aren’t for everyone. You can create an exclusive feel by using copy that makes shoppers feel like they’re in a very exclusive, very elite club. 
• Leverage social proof. It often takes a bit more effort to sell high-ticket items simply because they’re more of an investment. Use reviews and ratings from past shoppers to convey the full experience. 

3. The Research Maven

There are some shoppers (32% of shoppers, to be precise) who will happily get sucked into a research wormhole. The Research Maven puts the work in to ensure they get the best product at the best price. 

The Research Maven values three core things: 

• Product information
• Ratings and reviews
• Product quality 

The Research Maven wants to make the right decision. The perfect product for them meets their budget, their expectations, and their needs — and you need to convey all of this, in seconds, with your product pages. It’s no small feat. 

Win Over The Research Maven With Comprehensive Product Content 

This type of shopper will research and research until they find exactly what they’re looking for. If they can’t find it on your website or product pages, they’ll simply go elsewhere. So, if you want to capture research lovers, give them all the information they need from the get-go. 

Leave no stone unturned for The Research Maven — here’s how: 

• Display multimedia product content. Show your product from every angle, use videos that show it in action, and write detailed product descriptions that tackle any objections shoppers might have. 
• Lean heavily on ratings and reviews. Research mavens listen to the words of past shoppers more than brand ads. Populate your website and product pages with detailed, positive customer reviews. 
• Implement real-time customer support. Use a chatbot to answer shopper questions in real-time to prevent any hesitations. 

4. The Impulse Buyer

Seven percent of participants surveyed considered themselves an impulse buyer. This type of shopper often buys something they hadn’t planned to after seeing an ad or marketing content that persuades them to make a purchase.

According to Invespcro, 40% of all money spent on ecommerce can be attributed to impulse purchases, with 54% of U.S. shoppers spending $100 or more on impulse buys.

The Impulse Buyer values three main things:

• Instant gratification
• Novelty
• Convenience

Because these shoppers often make decisions in a split second, it’s important to give them everything they need at that moment to make a decision. 

Win Over The Impulse Buyer With FOMO

The Impulse Buyer is drawn to phrases like “last chance,” “one day only,” and “limited stock available.” The trick to marketing to them is tapping into a powerful fear of missing out (FOMO). 

Here’s how you can win over The Impulse Buyer:

• Promote flash sales. Run short, steep sales to create a sense of urgency and scarcity. Impulse buyers are more likely to make a decision when they have a limited time to do it. 
• Serve upsells and cross-sells. Recommend complementary products or promote a better version of a product that’s already in a shopper’s basket. For added effect, apply a time limit or a “just for now” discount. 
• Create novelty items. The holidays are the perfect time of year to launch a one-off product line or create novelty holiday versions of your bestsellers. 

5. The Brand Loyalist

The Brand Loyalist will often buy from the same brand over and over again. They’ve found their shopping soulmate, and it’s very hard to sway them to the other side. Salsify research reveals that 4% of participants are brand loyalists.

The Brand Loyalist has three core values: 

• Brand trust
• Brand identity
• Product quality

These holiday shoppers lean on trust and previous purchasing history to decide which brands to buy from.

Win Over The Brand Loyalist With Delightful Experiences

When The Brand Loyalist chooses a brand, they can stick with them for life. These shoppers will become your best customers with the highest lifetime value (LTV). According to Yotpo, 52.3% of shoppers will join a brand’s rewards program, and 39.4% will spend more on a product even if they can get it cheaper elsewhere. 

Here’s how you can connect with The Brand Loyalist:

• Create a loyalty program. Reward your best customers with exclusive discounts and deals or encourage them to claim points for prizes.
• Send personalized product recommendations. Use past purchase history to send targeted product recommendations based on a shopper’s style, interests, and preferences. 
• Implement excellent customer service. Give shoppers a seamless experience by putting fast, effective support in place. Use chatbots to answer real-time questions or create a dedicated customer success team for your best buyers. 

6. The Swayable Shopper 

The Swayable Shopper is fickle; they’ll go wherever their head is turned. This might be because of excellent reviews, a juicy deal, or simply because a friend recommended a brand or product. There are many reasons why 3% of survey respondents identified as The Swayable Shopper.

Here’s what The Swayable Shopper values most:

• Product features
• Product variety
• Ratings and reviews

These shoppers aren’t loyal to any particular brand and will instead use product page information to make a decision.

Win Over The Swayable Shopper With Well-Populated Product Pages

The way to The Swayable Shopper’s heart is enough information to make them change their minds. Unlike The Research Maven, this type of holiday shopper looks for any small reason to switch brands, such as an extra feature for the same price or one stellar customer review.

Here’s how you can attract the attention of The Swayable Shopper:

• State your differentiators. Make it clear why your products are different from your competitors. Do they have extra features? Are they of better value? Have they been endorsed by well-known social media accounts? 
• Incorporate reviews and ratings. Cover your product pages in positive customer reviews that speak to the product features and overall customer experience. 

Win Over All Holiday Shoppers This Season

Different types of shoppers demand different types of product promotions, marketing tactics, and ecommerce strategies. 

Some want flash sales and exclusive deals, while others seek out luxury experiences and unparalleled customer support. Cater to all six shopper profiles this holiday season by implementing a handful of different strategies that meet their wants and needs.