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Survey: Mindfulness, Shopping Local, And Supporting Minority-Owned Businesses Important To Holiday Shoppers October 13, 2021 (0 comments)


San Francisco, CA—Sitecore®, a global leader in digital experience management software, has released its Holiday Shopping Trends 2021 report exploring how consumers worldwide intend to experience the holiday season this year, and what will drive their gift-purchasing behaviors. Image: Some of the Sitecore study findings about what inspires shoppers to buy.

More than half (53%) of consumers surveyed plan to make bigger and more mindful holiday purchases this year, fueled in part by the fact that 50% of respondents said they have more savings set aside for the holidays this year compared to last year. This is especially true of younger consumers: 71% of shoppers age 25-34 have more money set aside for holiday spending this year vs. last year. 

Americans are also valuing their mental health following a rough pandemic year, with 43% seeing self-gifting as a form of therapy. Here are some more key insights from the survey: 

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“The past 18 months have been extremely challenging – while many are hopeful that a return to normalcy is within reach, the world is still in a state of concern,” said Sitecore CMO Paige O’Neill. “As consumers try to cope and brace for what’s next, they are hopeful that Holiday 2021 will be a bright spot, if not a catalyst for things to come.  It’s also heartening to see that all types of consumers want to support their local community, including minority-owned businesses. The industry will need to respond with more offerings from these businesses.”

Certified futurist and author Crystal Washington added, “Americans have spent the last 18 months reevaluating their priorities. Consumers are focusing on meaningful gifts, future travel, and self-care. As part of this value realigning, consumers are increasingly shopping with brands based on shared values. There is a renewed call to buy local and minority-owned businesses, and buyers are willing to pay more to support these enterprises. Many are willing to pay a premium for the experience of ‘doing good’ while buying gifts for others and themselves. Savvy retailers can leverage this trend by partnering with values-based artists, organizations, and brands. The trick is to create a seamless user experience that makes these items or brands easy to identify and navigate on retail platforms.”

Sitecore’s survey polled 1,000 U.S. residents and 400 U.S. consumer brands with 100+ employees. Consumer data was weighted to reflect the general population. For more information, visit

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