People looking for some big savings this holiday season are relying on coupons, newspaper inserts and word of mouth, among other tactics a new survey found.
Some 35.2% of people cited coupons as their top influencer on holiday shopping this year, followed by newspaper inserts at 30.4% and word of mouth at 22.7%, according to BIGresearch’s December Consumer Intentions and Actions Survey. Rounding out the top five were TV spots at 21.3% and direct mail at 16.1%.
“From the consumers’ standpoint, the best media to influence them to shop your store is through accountable forms of media, such as coupons, direct mail and newspaper inserts,” said Gary Drenik, president of BIGresearch, in a statement.
Only 22% of people said they had a favorite holiday TV commercial, yet nearly 70% said it had no impact or did not motivate them to shop that particular store, the survey found.
BIGresearch surveyed 8,135 people for the monthly study.
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