The holiday season is one of the busiest times of the year for businesses, with consumers actively seeking gifts that combine convenience and quality. In this context, Packlink, a leading platform in the logistics sector, carried out the study “Golden Quarter: Consumer Trends 2024” to Identify the key factors that drive customer loyalty in Spain and other European countries during this season.
Christmas shopping: priorities of Spanish consumers
The study reveals that Competitive prices are the main factor of loyalty for Spanish consumersmentioned by 68.2% of respondents, followed by product quality (62%).
Although these priorities are consistent across different age groups, the analysis highlights slight generational differences. Boomers (71.8%) and millennials (71.2%) are especially attentive to their budget, while GenZ gives less importance to the economic aspect (52.7%).
Boomers, GenZ and GenX also prioritize product quality, at 71.8%, 71.6% and 61.9% respectively. Millennial consumers are the least interested in this factor, with 57.1%.
Tips for eCommerce: balance prices and quality
In light of these findings, Packlink shares five tips for companies to implement strategies that meet consumer expectations:
- Highlight the value for money. Don’t just focus on offering the lowest Price; communicate the intrinsic value of your products. Demo videos, detailed reviews, and campaigns explaining why your product is “the best choice” can convince even the most price-sensitive consumers.
- Offer gift packages to increase perceived value. Create bundles that combine competitively priced products with premium items. This approach not only improves perceived value, but incentivizes consumers to spend more for a complete shopping experience.
- Transparency in prices and additional benefits. It clearly shows the savings compared to the original price and offers benefits such as free shipping or returns, exclusive discount codes or the ability to customize the product, especially for millennials and boomers looking for a balance between price and quality.
- Fast shipping and real-time tracking. Fast and reliable delivery influences the loyalty of 48% of Spaniards. During Christmas, many consumers make last-minute purchases; invest in impeccable logistics to ensure gifts arrive on time. Work with logistics providers to offer options such as express delivery or pickup points. Provide real-time updates on order status to create a hassle-free delivery experience to maintain customer loyalty.
- Immersive online shopping experiences. Invest in technologies such as augmented reality to allow customers to “try on” products from home. This increases confidence in product quality and reduces returns, especially in categories like clothing and furniture.
“Meeting consumer expectations during the holiday season is crucial for businesses as competition is particularly intense. By focusing on these two main variables—price and quality—offer personalized shopping experiences and optimize logistics for fast and reliable deliveries, brands can foster lasting relationships with their customers and maximize holiday sales »concludes Noelia Lázaro, Marketing Director of Packlink.
*Methodology: data extracted from the Packlink survey “Golden Quarter: Consumer Trends 2024”, carried out in October 2024, which studied the behavior of 1,500 European consumers of different age groups.
