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What Would You Give Up to Save Cash on Holiday Shopping?

Friday November 1, 2019

Sitting in traffic, standing in line at the DMV and giving up chocolate for a year are just some of the things Americans would be willing to do to save a significant chunk of cash on their holiday shopping, according to new research.

A poll of 2,000 Americans found 34 percent would be willing to endure the discomfort of sitting in traffic to be assured they'd get the best deal on a holiday gift for someone on their list.

In fact, 34 percent would also happily stand in line at the dreaded DMV just so they could get the best deal on a single holiday gift item, while a further 32 percent would give up alcohol for a whole year for a stellar deal on a holiday gift.

The study, conducted by OnePoll in conjunction with Zulily, examined the holiday shopping habits of 2,000 Americans and uncovered 29 percent would give up chocolate for an entire year if it meant they'd be guaranteed the best deal on a single holiday gift purchase.

Eighty-five percent of respondents are always on the hunt for the best deal when shopping.

This mindset of hunting to get the best price for an item continues when it comes to the holiday shopping season. It turns out, 85 percent of those studied research their purchases before pulling the trigger.

A whopping 92 percent reveal they routinely search various websites in an attempt to find the best price for a single item.

In fact, the average American will search four different websites for a single item before finally making their purchase.

But how much time does all this price comparison take? Turns out, the average American will spend over two hours checking different websites before pulling the trigger on a purchase — with an average of 20 minutes spent checking the prices of a single item at other retailers.

It's no wonder then that 87 percent of those surveyed reveal they check different websites primarily for price comparisons.

And 82 percent even voiced their desire to make comparing prices easier when holiday shopping for gifts.

"Shoppers shouldn't bear the onus of having to scour the internet to find the best deals, especially during the holiday season," said Claire Magruder, Zulily's Trend and Fashion Expert and Women's Merchandising Manager. "That's why we launched Best Price Promise, a competitor price comparison feature, which saves both money and time by showing the Amazon or price alongside the Zulily price. By bringing a level of transparency and simplicity to customers, we are bringing shoppers both value and fun in the age of mobile shopping."

Interestingly, it's not just price that people love. Eighty-three percent of those studied say finding a unique gift is important when holiday shopping.

But that's not all. Quality of the gift came out as the number one key factor when choosing a holiday gift for others.

However, results reveal 84 percent do say money is important when holiday shopping, especially since the average American now has to buy presents for seven different people in their lives.

That being said, holiday shopping isn't just for others. Americans are getting in on the fun by gifting themselves too. A staggering 85 percent have purchased something for themselves while holiday shopping for others.

That's why there's an uptick in emerging services built to combat the 69 percent of Americans that say they suffer from 'saver's remorse' — feeling guilty for spending full-price on a holiday gift.

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