Digital Marketing Researches & Reports

Holiday Shopping 2018: Nothing Beats a Bargain | BDO

Shopping Seasons | USA

Consumers around the whole world, not in the US only, are still most motivated by one key holiday shopping fundamental: A good deal. Based on this principle, BDO has conducted a survey on a sample of over 1000 American shoppers to investigate their purchasing behavior planned for the upcoming holiday season.

Key Takeaways of the Holiday Shopping in the US:

  • About 20% of consumers in the US shop online specifically to avoid paying sales taxes.
  • 46% of online shoppers in the US would change their shopping habits.
  • US consumers would be primarily shopping at discount retailers if they offer the lowest prices.
  • Price is the most important decision-maker across all categories, followed by the brand name and product reviews.
Holiday shopping destinations in the US during the Holiday Season

A Graph Shows the Shopping Destinations in the US During the Holiday Season

Content of “The BDO Holiday Shopping 2018” Report:

  • New Online Sales Taxes Could Upend Shoppers’ Hunt for Deals.
  • If You Can’t Compete on Price, Compete on Service.
  • Consumers Flock to Destinations That Deliver Their Version of Value.
  • Most Important Decision-maker Across Categories.

Number of Pages:

  • 4 Pages.


  • Free.


Data is based on a sample of 1,004 U.S. adults age 18 and older. The survey was conducted in September 2018 using ORC International’s CARAVAN®.


Founded in 1910, BDO USA, LLP is an American professional services firm providing assurance, tax, financial advisory and consulting services to a wide range of publicly traded and privately held companies. BDO has provided quality service through the active involvement of experienced and committed professionals. The firm has more than 40 offices and more than 400 independent alliance firm locations nationwide.


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