In Accenture’s most recent Holiday Shopping Survey  “people will be spending more, but expecting to obtain even more than that” has already rang true over this CyberWeekend. Bargain power is ever widespread and stark amongst shoppers --and the sample of 1,500 surveyed, U.S. consumers helps us understand how shoppers will be making their decision in 2016 throughout retail’s busiest time of the year.

Certainly to no one’s surprise, the industry is to experience less loyalty and more frugality. If offered promotions, seventy-two percent of shoppers claimed to be open to shop at stores where they didn’t last year. Additionally, 67% said they will purchase items from different stores or websites to get the lowest price. Being able to save on their gifts also seems to play a role on consumers’ openness to share personal data. Discounts or coupons (cited by 78% of respondents), loyalty card points (cited by 52%) and highly relevant promotions (cited by 47%) are amongst the factors most likely to entice shoppers to provide personal data.

Most of those surveyed stated they expect to do most of their shopping online, which we not only witnessed on CyberMonday but shockingly nearly as strong turnout on Black Friday. Additionally, purchasing online with in-store pickup is trending as a major benefit for almost half of consumers compared with last year’s findings, where only 36% of the participants mentioned such an offer as a benefit. Here, retail experiences a feature that was seen as an incremental competitive advantage [not too long ago], yet is quickly emerging as a determinant factor of success.

This strategy is favorable and should be taken into consideration, especially at a moment when online consumers point out as their main frustrations to be:

• Shipping costs (62% of respondents)
• Not being able to touch the product (55 %)
• Shipping delays (40%)

The list of benefits to offering click-and-collect is furthered when learning that 70% of shoppers, who plan to use that option, are likely to purchase additional items that are not part of their original purchase during their in-store visit.

As much as retailers should be ready to serve consumers who want more for less, they should not forget that shoppers still have additional priorities in mind. According to the survey, second to price is product availability as a factor to entice consumers to shop at a specific store. Accenture recommends that “the clear opportunity for retailers is to learn all they can about their customers and use these insights to provide the personalized and timely deals consumers are seeking. By optimizing inventory and marketing, they can increase the profitability of each customer visit to their store or website and maximize each click.”

To learn more about ways to optimize your inventory and the ROI on your marketing campaigns, check out our guidebook leading into 2017 to ensure the best year of your career: The Merchant Manual.