Holiday shopping survey reveals consumers have limited patience

The majority of shoppers (63%) will abandon shopping carts after a maximum of two purchase attempts. The Applause survey was distributed in two parts, first in November 2024 on general holiday shopping plans and experiences, and second in December 2024 regarding respondents’ actual shopping experiences between Black Friday and Cyber Monday.
The survey found that despite continuing concerns around inflation and financial instability, consumers plan to spend more this year — though they are planning to spend smarter by paying more attention to sales and discounts. They are also becoming increasingly intolerant of poor purchasing experiences, prioritizing seamless checkout, ease-of-use and convenience.