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As early as September, Christmas songs start playing on radio stations and marketers launch holiday deals and promos, all with the intent of getting consumers in the mood to buy gifts, plan trips, and celebrate with their families and loved ones.
And with growing concern about heavy traffic and poor public transportation in Metro Manila, how much shopping will be done online, and on which platforms?
Respondents were mostly millennials aged as well as adults aged 36 and up. The survey was served to visitors of the Rappler site from September 12 to The poll sheds light on the new shopping habits of a modern, digitally-savvy market. This means that early marketing and in-store retailing efforts spent on Christmas may largely be wasted.
November and December would be the best months to launch a holiday-themed campaign. So much for avoiding the rush! Cash is still king Most Rappler readers might still be bringing around cash to shop for gifts. This preference for cash also affects where they will choose to shop as well. Most shopping will be done in-store While e-commerce is rising in popularity in the Philippines, there is still a high preference for in-store buying.
Among debit and credit card holders, however, it was observed that slightly more would also choose to shop online. For marketers, this means that online campaigns can be focused on building awareness rather than driving instant purchase.
They should improve their brand message and searchability when consumers look for reviews or pricing about a brand. Clothing is top online purchase When asked what products they buy online, majority of respondents said they check out clothing, shoes, and jewelry, followed by consumer electronics and computers.
This matches global trends showing fashion as the leading online shopping category. Beauty, home, and kitchen products are also frequently bought — this is something to consider for those who want to venture into e-commerce next year.
Men more into e-commerce? This could indicate a long-tail of new e-commerce opportunities emerging for the Filipino market. Rappler Nerve is the data research extension of our already robust investigative practice. Drawing on big and small data research methods, we leverage internal and partner data to help identify digital trends and consult on strategies to drive loyalty and growth.
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