Understanding Your Holiday Customer During COVID-19

Understanding Your Holiday Customer During COVID-19


As expected, Black Friday and Small Business Saturday looked vastly different this year.

According to Adobe Analytics, consumers spent $23.5 billion online between November 25 and November 29, a 23% increase from 2019. While these statistics look promising, brick-and-mortar traffic fell by 52.1%.

If you ventured out of your home on Black Friday, you probably found a parking spot with astonishing ease. Brick-and-mortar stores had a traffic flow comparable to a normal shopping day pre-pandemic. For the most part, queues were manageable, shelves were full and there was plenty of space in-store to spread your arms and twirl if you were simply bursting with holiday spirit. If you’re interested in reading more about how Black Friday went this year, check out our last blog post, “Was Black Friday 2020 A Success: A Global Analysis.

The holiday spirit may certainly be one-sided this year; however, it was likely evident to anyone shopping safely in-store just how severely brick-and-mortar locations are being impacted as a result of COVID-19.

Customer Experience (CX) During COVID-19

As we continue to trudge through this global pandemic, it has become crystal clear that consumer behavior is changing; whether these changes are permanent or temporary, we will only know in hindsight.

We know that safety is a growing concern not just among vulnerable populations but among healthy adults. While mask mandates and social distancing requirements vary from state-to-state, many shoppers expect businesses to implement their own safety guidelines to protect customers and employees. Premise’s data suggests that these are among the most important elements for shopping in-stores. 

While safety concerns may seem like an obvious adjustment to consumer behavior over the past nine months, do you understand how these safety concerns affect your customer’s behavior, preferences, concerns and expectations shopping in-store right now? Furthermore, are you prepared to deliver a customer experience that will not only retain existing customers but acquire new customers?

The initial Black Friday 2020 e-commerce and brick-and-mortar stats should create a sense of urgency to answer “yes” to these questions. You need real-time sentiment data from actual customers to help you understand not only pandemic-altered holiday shopping behaviors but general pandemic-altered shopping behaviors.

Sentiment and Surveys

Sentiment data is a form of qualitative data that asks the “why” and “how” questions to your target market segmentation. For example, your sentiment survey could ask insightful questions like “how do you feel about shopping in-store during the holiday rush?” or “what is an ideal customer experience in-store during this pandemic?” No question is off limits with sentiment data collection.

Data collected from sentiment surveys can help your business develop a detailed customer profile that aligns with consumer preferences in the present moment. Quantitative data, while an essential component of market research and actionable insights, lacks a human touch. In this time of heightened emotions and increased sensitivity due to the devastating coronavirus, sentiment data is the perfect contribution to your market research efforts.

Crowdsourcing Your Data with Premise

As we unwrap December 2020 and ring in the (hopefully less exhausting) new year, you need rapid, high-quality data that ebbs and flows with customer demand. While many aspects of the economy remain volatile, the gig economy has proven reliable and eager to please.

Traditional survey distribution is costly, time consuming and frankly, rather daunting. You don’t have time to execute a traditional qualitative analysis; you need answers and you need them now. Crowdsourcing your sentiment surveys and questionnaires expedites the data collection process and allows your business to remain agile in a time when malleability is practically a virtue.

Are you interested in learning more about how Premise can help you crowdsource robust sentiment surveys and questionnaires to understand your holiday customer better? Visit https://www.premise.com/ or email info@premise.com. We can’t wait to help you become more data-driven.