Online shopping for the holiday season

In this report, we’ve compiled our list of seven ways to get ready for the 2021 holiday shopping season, and asked some industry leaders and Trustpilot customers to weigh in about another atypical festive period, and how you can best prepare for it.

Consumers would shop and – apart from how much growth we would see year on year – there weren’t too many changes outside of that.

But the pandemic changed all of that. Last year, because of economic uncertainty and varying levels of personal comfort shopping in person, as well as brick-and-mortar retailers being completely dependent on local guidelines, the holiday season brought a large amount of uncertainty for all of us. 

Unfortunately, this year is equally unclear. Is the shift to online shopping here to stay if brick-and-mortar stores remain open this shopping season? And how will the holiday season be affected as the pandemic worsens again? 

In this report, we’ve compiled our list of seven ways to get ready for the 2021 holiday shopping season, and asked some industry leaders and Trustpilot customers to weigh in about another atypical festive period, and how you can best prepare for it.

## Here are 7 Takeaways to remember this 2021 holiday season

### 1. Prepare for eCommerce growth and hybrid retail

The period of self-isolation we went through last year changed the way consumers search and shop, while businesses have had to adapt to new channels of communication and [new consumer behavior](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf). In fact, last year, the online retail sales growth [hit a thirteen-year high](https://www.retailgazette.co.uk/blog/2021/01/online-retail-sales-growth-hit-13-year-high-in-2020/). 

Now that most restrictions have been lifted, we can expect some customers to do more brick-and-mortar shopping this year than they did last year. However, one study found that [38% of consumers](https://hbr.org/2021/05/how-e-commerce-fits-into-retails-post-pandemic-future) still intend to do their holiday shopping online, and only visit stores when they provide outstanding experiences.

“With the pandemic, most offline traffic switched to online traffic, meaning a substantially higher customer base was acquired for eCommerce retail. The challenge with the reopening of brick-and-mortar is to maintain the value-added your business provides as an eCommerce retailer by focusing on the elements that make it easy for customers to trust your store,” explains Gary A. President of [FragranceBuy Canada](https://fragrancebuy.ca/).

For retailers that have brick-and-mortar stores, focusing on improving your in-store experience could be essential to succeed this holiday season, while businesses that sell both online and offline are likely to be in the best position possible to convert consumers.

We asked Melissa Dixon, Director of Content Marketing at [BigCommerce](https://www.bigcommerce.com/), to share her thoughts on the upcoming festive season: 

“During Cyber Week 2020, BigCommerce [recorded a 74% increase in GMV year-over-year](https://www.bigcommerce.com/blog/cyber-week). While we’ve continuously seen YoY Cyber Week growth over the years, the pandemic had a significant impact on last year’s shopping habits, which makes it difficult to predict if that same level of growth will happen again this year. 

However, we do know from a [recent survey that BigCommerce conducted with PayPal](https://www.bigcommerce.com/resources/guides/consumer-spending-trends-cdl-report/) that since the beginning of the pandemic, 62.5% of shoppers have reported spending more online than in person. 

The best advice for merchants is to check your supply chain and prepare your inventory for both online and in-store holiday shoppers. Also, make sure you’re accounting for newer shopping behaviors, like [buy online pickup in store (BOPIS)](https://www.bigcommerce.com/articles/offline-to-online/bopis/), that have really grown in popularity over the past year and a half.”

Whether consumers choose to shop online, offline, or use BOPIS or [curbside pickup](https://blogs.oracle.com/marketingcloud/post/improving-all-5-steps-of-a-curbside-pickup), many consumers could try and get their holiday shopping out of the way earlier than usual, to avoid delayed deliveries like last year.

Jordan Brannon, President & COO of [Coalition Technologies](https://coalitiontechnologies.com/), explains:

“Q4 2021 will continue the decentralization trend of consumer shopping behavior. As with 2020, and 2019 before it, consumers will begin shopping earlier in Q4 than in years prior.

Merchants should focus more effort on getting their consumers checked out sooner in November, or even late in October. They'll also need to ensure they have solid plans for unique engagement strategies to avoid promotion exhaustion from consumers who will be inundated with a heavy sales cadence for months. 

Merchants can succeed in these challenging holiday conditions by ensuring their marketing calendars feature a diversity of promotional events, clearly communicated, and designed to get more competitive product category sales closed out earlier in the season.”

Whether you’re an online or offline retailer (or both), here are three things to keep in mind for the next few months.

3 things to keep in mind this holiday season

### 2. Omni-channel experiences are on the rise

Today, an omni-channel experience should approach customer service, marketing and customer experience in a cohesive, connected manner, wherever and whenever a customer reaches out. 

This means connecting multiple communication channels, tools and platforms to create a seamless shopping experience. 

Recently, it’s become clear that multi-channel strategies no longer match consumers’ needs, as they create separate and independent shopping ecosystems, rather than one holistic experience.

This holiday season, offering seamless experiences from store to mobile or desktop is more likely to convert consumers as shoppers’ needs to navigate through different channels before making a purchase continue to increase.

Freshworks quote

Exploring new channels and creating a holistic customer experience from one channel to the other will be key to success this festive shopping season. 

In their [2020 report](https://www.pwc.com/us/en/retail-consumer/publications/assets/pwc-retailing-2020.pdf), PwC found that the number of companies investing in omni-channel experiences has jumped from 20% to more than 80% in just a year. And as this year’s mobile sales could make up for [72% of this year’s total sales](https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/), you could be missing out without an omni-channel strategy in place.

“One of the biggest tips we can give for this holiday is to expand your reach through additional channels and marketplaces. Over the past year, BigCommerce has launched new integrations, including [Instagram Checkout](https://www.bigcommerce.com/blog/instagram-checkout-tips/) and [Walmart Marketplace](https://www.bigcommerce.com/blog/selling-on-walmart-marketplace/), and many of our merchants are embracing these new channels to boost sales. 

This also emphasizes that the way shoppers discover products has evolved. For instance, in our [2021 Consumer Spending Trends survey](https://www.bigcommerce.com/resources/guides/consumer-spending-trends-cdl-report/), we found that 54.8% of respondents said that they were using social media to discover new products. 

Our advice is to find out which channels your customers are using, and start selling there. And if you’re unsure or don’t have the data, start experimenting by listing some of your inventory on places like Amazon or Instagram,” reports Melissa Dixon, Director of Content Marketing at BigCommerce.


3 steps to creating a successful omni-channel experience

### 3. Cross-border selling is growing in popularity 

Cross-border selling has become one of the main ways that merchants can grow their businesses and increase their bottom lines. And it makes sense. If you’re selling a great product or service, why limit your market size? 

“Another trend we are seeing with our merchants is the growth in cross-border sales — last holiday season, we saw orders spike in November and December,” says Melissa Dixon. 


BigCommerce quote

But cross-border selling comes with a lot of potential issues as well, and it’s really important to [take them into account](https://www.bigcommerce.com/blog/cross-border-selling-issues) and make sure you’re in a position to benefit from cross-border selling instead of doing a poor job at it and giving any of your customers a frustrating or negative experience. 

“We’ve written a blog on [how to successfully sell cross-border](https://www.bigcommerce.com/blog/cross-border-selling-issues), and some of the top tips include localizing content, selling on marketplaces like [Mercado Libre](https://www.bigcommerce.com/essentials/mercado-libre/), offering local payment methods and planning for shipping,” concludes Melissa.

If you’re ready to invest in cross-border selling this holiday season, here are four takeaways to keep in mind.

4 tips for cross-border selling

### 4. Great shipping and return policies are still essential 

As consumers move to do more and more of their shopping online, parts of the shipping experience that used to be an added bonus are starting to become expected from retailers. 

90% of consumers say free shipping is their [biggest incentive to continue shopping online](https://martech.org/e-commerce-report-9-10-consumers-say-free-shipping-no-1-incentive-shop-online/). And because customers can’t see or feel a product in their hands before purchasing, some of your online sales are always going to end up being returned. Consumers want a free and simple way to return the items they don’t end up wanting and failing to give it to them could mean losing their business in the future. 

As free shipping and returns become more standard, two new shipping offerings have started appearing as a great way to gain an edge over your competitors. Package tracking and shipping insurance. 

“Between the growth in eCommerce and the rise of lost and stolen packages, we’ve seen more and more of our merchants prioritize package tracking and shipping insurance with apps like [Route](https://route.com/merchants). And since the holidays are typically the time of year when package theft is more likely to occur, merchants can improve their customer experience by offering these options to their customers,” says Melissa Dixon, Director of Content Marketing at BigCommerce.

Offering these makes your brand look great, keeps your customers happy, and helps you beat the competition. 

3 ways to keep customers happy this holiday season

### 5. Use reviews to build trust and deliver great experiences

Today, [91% of people](https://www.vieodesign.com/blog/new-data-why-people-hate-ads) say ads are more intrusive than they were 3 years ago. One of the best forms of marketing a business can partake in is trustworthy [social proof and third-party validation](/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing), because your customers’ opinions are more likely to be heard and considered by their peers than your own.

“It’s important to ensure your customers trust you when buying online, especially at this time of year. The best way to do this is to have honest and genuine reviews on your site. Today’s buyers are savvy – they’re looking for companies that have a mix of good reviews and not-so-good ones, to check how the company responds to, and improves, any bad experience a customer might have had. Doing your very best to offer your customers a great experience and service, and encouraging all buyers to leave a review, will help you build the trust needed to sell online this festive season,” reveals Jan Jivmark, our Head of Global Marketing.


eyeglasses.com quote

Consumers also love to compare businesses online to make sure they’re getting exactly what they’re looking for, especially during the holiday season. This only makes it more difficult for brands to stand out in a crowded space – that’s why offering great customer service and customer experiences can be a real differentiator. 

“In this highly competitive environment, the shift to digital-first delivery models has managed to keep both shoppers and customer service agents happy. The mainstreaming of AI bots has eased the load on query volumes and enabled agents to focus on delivering contextual and empathetic service. Messaging apps like WhatsApp, Apple Business Chat, or Facebook Messenger, that have high customer dwell time, have redefined convenience for shoppers.  Brands that will continue to win have unlocked the key to delighting customers with easy, fast, and intuitive digital-first customer service,” remarks [Freshworks](https://www.freshworks.com/?utm_source=ISV_Trustpilot&utm_campaign=Blog)’s Director of Growth Marketing, Abhishek GP. 

But providing great customer service means understanding your customers and your audience, their needs, and their wants. Reviews can help you collect [fresh consumer insights](/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them) and highlight areas of development, as well as identify opportunities to improve your existing customer experience and customer service, and grow consumer trust in your brand.

Rhiannon Williams, Partner Marketing Manager at [AmericanEagle](https://www.americaneagle.com/), concludes:

“During the holiday season, being able to provide a beneficial experience will go a long way in turning that browser into a long-time buyer. Customer service is a critical aspect of the overall customer experience; you can’t have a good customer experience if great customer service isn’t part of it. The holiday season means an abundance of pre-Thanksgiving, Black Friday, and Cyber Monday sales. With the expected influx of traffic, it’s imperative to provide great online experiences.”


your holiday review strategy checklist

### 6. Purpose-driven businesses will thrive

There’s been a lot of talk about mission driven brands and ethical gifting lately, and it’s not going to be slowing down any time soon. 

“The trend toward making ethical purchases will continue to grow, despite other economic factors. Consumers feel good when they help others and help the planet,” confirms Mark Agnew, CEO & Founder [eyeglasses.com](https://www.eyeglasses.com/).

Believe it or not, there are so many ways for your brand to be a part of this, regardless of what you’re selling. 

Why not try partnering with charities or nonprofits this holiday season and giving a percentage of proceeds to that charity? If you’re a local business, you can take it a step further by partnering with local charities that will help right in the community you operate in. 

Alan Duncan, our VP of Brand and Consumer Marketing, points out that “The climate change conference COP26 takes place at the start of November and will put the environment at the top of the news agenda just as the holiday season reaches its peak. When you give a gift it also says something about you, so smart marketers from brands with a green agenda should be able to capitalise on this to shift purchasing behavior towards more ethical gifting.” 

Does your brand operate ethically and sustainably? If so, this is something you should be shouting from the rooftops about. Especially during the holiday season. The environment really matters to people and getting them a gift that they not only love but also reaffirms this to them is a great way to show you support the causes they care about. 

3 ways to start giving back this holiday season

### 7. Plan for increased consumer spending

Economies have started to [bounce back](https://www.wsj.com/articles/turbocharged-u-s-economy-attracts-foreign-investors-11624263520) and for most people out there, it feels like we’ve settled back into some sort of normality. And it’s not just consumers that have their [spending back on the rise again](https://news.sky.com/story/covid-19-economy-grows-by-48-in-second-quarter-as-post-lockdown-reopening-drives-spending-spree-12379320). 

“With consumer confidence on the rise and ad spend from major brands bouncing back strongly I would expect to see luxury brands do particularly well this holiday period. People will be looking to have a much needed celebration with family and friends this year with the gifts to match. Another strong category is likely to be experience-based gifting. One member of a recent focus group said the daily Amazon delivery was pretty much all his family had to look forward to during lockdown and, like many others, may now have a house full of gadgets. Gifting the real life experiences they dreamt of during those dark times may now be a priority for gifting,” says Alan Duncan, our VP of Brand and Consumer Marketing.

Ad spend is carefully measured and planned, and major brands wouldn’t be investing their money here if they didn’t think it was going to pay off.

With all factors pointing to higher sales and spending this holiday season, make sure you’re focusing on providing an excellent customer experience overall. When products are running out, shipping delays are long, and customers are burnt out from shopping, those are usually the moments that a good – or bad – customer experience speaks the loudest. 


3 trends to be mindful of during the festive period

## ‘Tis the season for great customer experiences

In the last few months, the [global shift to online shopping](/guides-reports/learn-from-customers/understanding-covid-19s-impact-on-business-imagining-a-post-pandemic-world) has meant that customer service and customer experience have become a real necessity – not just a nice-to-have – for businesses who wish to stand out from the crowd.

So whether you’re an eCommerce business or a brick-and-mortar retailer, providing seamless shopping experiences will be crucial to your success this holiday season. 

But with the risk of the pandemic resurging, brands should be ready to welcome more changes over the next few months. 

“Many brands have learned to pivot their businesses at lightning speed over the past eighteen months. Keeping this agility over the coming months will be just as crucial. We may be hopeful that the pandemic will slowly but surely recede, but consumer behavior is likely to be even less predictable as new habits and old fight it out post-COVID,” says Alan Duncan, our VP of Brand and Consumer Marketing.

So as we head into another unusual festive season, the ability to understand your consumers and build trust with your audience will be more important than ever before. Investing in a review strategy can help you do just that, alongside our seven strategic tips.

__[Book your free Trustpilot demo now](/request-demo)__


Holiday Shopping: Trustpilot Holiday Report 2021

Trustpilot Consumer Insights: 7 Must-knows for this holiday season

Consumer Insights from the pandemic and what this means for businesses

This year, we took a deep dive into global consumer review data on our platform to uncover some of the trends and challenges from 2020, look at some of the most impacted industries and imagine what the future could look like.

The period of self-isolation we all went through [changed the way consumers now search and shop](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behavior-in-the-age-of-coronavirus-global-review-trends-by-industry), while businesses have had to continuously adapt and innovate to survive.

While some industries saw unprecedented sales during the peak of the pandemic, many brands out there have had to face some of the toughest challenges ever in the last few months.

And while many of these changes are temporary, some of them could last in the post-pandemic world.

This year, we took a deep dive into global consumer review data on our platform to uncover some of the trends and challenges from 2020, look at some of the most impacted industries and imagine what the future could look like. In this report, we’ll explore our data and deliver some actionable tips to survive and recover from times of crisis.

## 1. A look back at consumer behavior in 2020: trends & challenges

We started in January 2021 and looked into [consumer activity](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behaviors-that-changed-in-2020-and-what-businesses-can-expect-in-2021) on Trustpilot.com to get a better understanding of the 2020 shift in consumer behavior. The data we analyzed showed that the Shopping & Fashion sector was the most researched industry for customer reviews, even throughout the pandemic. It’s highly possible that people started purchasing more athleisure while being stuck at home or were, perhaps, stocking up on outfits for a post-pandemic world. 


The most researched businesses on Trustpilot.com in the second half of 2020

Interestingly, some of the most reviewed industries of 2020 were B2B businesses, Shopping & Fashion, and Home & Garden. While the B2B industry comes as a bit of a surprise, it’s only natural to see that the Home & Garden industry was doing so well in 2020, as most people started investing more time and money into their daily environment during the early lockdown.

### Conscientious shoppers set a new bar for customer expectations

However, data shows that while [consumers shifted to online shopping](https://www.statista.com/topics/871/online-shopping/#dossierSummary), people also started favouring local and purpose-driven businesses as the world started facing even more racial injustice, economic instability, and political uncertainty. A Deloitte Digital study found that, in the UK, [3 in 5 consumers purposely chose local businesses](https://www2.deloitte.com/uk/en/pages/press-releases/articles/three-in-five-consumers-have-used-more-local-stores-and-services-to-support-them-during-lockdown.html) to help out. In the US, [a Zeno group survey](https://www.zenogroup.com/insights/2020-zeno-strength-purpose) showed that consumers are now 4 to 6 times more likely to support purpose-driven businesses as they were before the pandemic.

Our review data also highlighted that two of the most mentioned keywords in 5-star reviews throughout 2020 were “delivery” and “customer service”. This proves that customer expectations are just as high in times of crisis, and that customer service is still one of the best assets a business can have to build trust and combat uncertainty.

Overall, businesses have really had to adapt to a new reality in 2020; and as consumer purchasing behaviors changed, brands were left with the challenge of constantly trying to keep their head above water. 

In this section, we discussed some of the behavioral changes that we witnessed in 2020. We also identified the most researched and reviewed industries on Trustpilot.com – but what about other industries? Industries who may have been greatly impacted by Coronavirus? In the next section, we’ll review the Health & Wellness sector, as well as the Travel & Tourism industry.

## 2. The industries most impacted by the COVID-19 outbreak

In an effort to better understand the true impact of the COVID-19 outbreak, our team also looked at consumer trends around mental Health & Wellness. With the pandemic hitting and many people losing their jobs and feeling isolated, we wanted to get an understanding of just how much Coronavirus was impacting this industry. 

### The Health & Wellness industry saw significant growth during the pandemic

Perhaps unsurprisingly, consumer demand for mental health and wellness services skyrocketed in 2020:

- Ginger, a teletherapy and mental healthcare app, [saw utilization rates reach their highest ever](https://www.fiercehealthcare.com/tech/demand-for-virtual-mental-health-soaring-here-are-notable-trends-who-using-it-and-why) last September, right in the middle of the pandemic. __Usage of their text-based mental health coaching was up 159%__ compared to their pre-covid averages, and __usage of virtual therapy and psychiatry were up 309%__ compared to their pre-covid averages.
- Doctor On Demand [saw massive increases in new patients](https://www.fiercehealthcare.com/tech/demand-for-virtual-mental-health-soaring-here-are-notable-trends-who-using-it-and-why) seeking teletherapy up over 50% throughout October and even higher than the initial spikes when the pandemic hit last spring.

We also looked into our review data to identify trends on our own platform, and uncovered  how often reviews included the phrases *mental health*, *wellness*, and *well-being* on Trustpilot.com.

Number of reviews with keywords mental health, wellness, and well-being on Trustpilot.com from  February to August 2020, and August to February 2021.

Number of reviews with keywords mental health, wellness, and well-being on Trustpilot.com from 
February to August 2020, and August to February 2021.

Number of reviews with keywords mental health, wellness, and well-being on Trustpilot.com from  August to November 2020, and November to February 2021.

Number of reviews with keywords mental health, wellness, and well-being on Trustpilot.com from 
August to November 2020, and November to February 2021.

Number of reviews with keywords mental health, wellness, and well-being on Trustpilot.com from  February 2019 to February 2020, and February 2020 to February 2021.

Number of reviews with keywords mental health, wellness, and well-being on Trustpilot.com from 
February 2019 to February 2020, and February 2020 to February 2021.

When you look at the data trends for these phrases in the first year of the pandemic compared with the year prior, mental health and wellness terms are being mentioned quite a bit more, which isn’t too surprising. 

What’s more interesting is that when you look at more recent periods such as the 6 month and 3 month comparisons, the numbers are still jumping pretty significantly — even though you might assume that things would have been their worst around when the pandemic hit and so much of our lives was up in the air. 

This suggests that although the pandemic has certainly quickened the growth trends for mental health, these stats aren’t solely because of that. The focus on mental health and wellness for consumers will only keep growing after the pandemic, and companies should keep this in mind. 

We also looked into how all companies – regardless of their industry – can help look after the mental health of both their customers and employees and stay relevant with these trends, so make sure you [check out the full report](https://business.trustpilot.com/reviews/learn-from-customers/consumer-behaviors-around-mental-health-and-wellness). 

Overall, there’s no doubt that the growth of the Health & Wellness industry was accelerated by the rise of COVID-19. And although this industry is continuing to trend today, other sectors have been brought to a complete standstill. The Travel & Tourism industry is one of them. 

### The Travel & Tourism industry stagnated during lockdown

The Coronavirus crisis has been one of the biggest challenges the Travel & Tourism industry has had to face so far. The World Tourism Organization (UNWTO) found that popular travel destinations welcomed [900 million fewer international tourists](https://www.unwto.org/taxonomy/term/347) between January and October 2020, compared with the same period of 2019. During the same period of time, international arrivals also dropped by over 74%.

In March of 2021, we looked at [global travel consumer activity on our platform](https://business.trustpilot.com/reviews/learn-from-customers/consumer-insights-how-covid-19-hit-the-travel-industry) to comprehend just how much the tourism sector was hit by the virus.

Sadly, it came as no surprise when we found that the average number of travel service reviews collected during the pandemic was 39.7% lower than the year before. Similarly, the average number of global travel product reviews left during the pandemic was 81.8% lower than in 2019.


Travel service reviews on Trustpilot.com from January 1st 2019 to February 29th 2020.

Travel service reviews on Trustpilot.com from March 1st 2020 to March 1st 2021.

This data indicates that while service reviews were still being left from customer service interactions (travel refunds, travel vouchers, etc.) at the beginning of the pandemic, product reviews were hit a lot harder as people weren’t experiencing any new travel products  (i.e. activities, food, or accommodation).

Our data also showed that travel reviews dipped as soon as travel restrictions started appearing across the world, and spiked again when some countries started easing lockdown. This could suggest that most people stopped traveling because of government measures and restrictions, rather than fear of the virus – an encouraging sign for the future of travel.

The COVID-19 pandemic has undoubtedly had a large impact on the global travel industry, and even if we hope recovery will be strong, it is possible that travel will not look the same for the foreseeable future. 

We anticipate some worldwide shifts with people traveling more responsibly and seeking quality over quantity travel. There’s also talk of a global vaccination passport, which could push consumers to travel to familiar destinations or opt for staycations instead.

And given the ongoing worldwide uncertainty, it’s safe to say that traveling smarter will play a huge role in the future of tourism. 

The Health & Wellness industry as well as the Travel sector have both been greatly impacted by Coronavirus, each in their own way. Our data suggests that the Health & Wellness industry will continue to grow fast in the coming months, and that there is hope for the future of tourism. In the next section, we’ll imagine what a post-pandemic world could look like, and discuss the importance of trust in times of uncertainty, as well as in times of recovery.

## 3. Looking to the future, post pandemic

Some industries were given a boost thanks to shifts in consumer behaviors due to COVID-19, while others were badly affected by the global economic crisis. 

eCommerce [experienced record breaking surges](https://www.digitalcommerce360.com/2021/02/15/ecommerce-during-coronavirus-pandemic-in-charts/) when everyone was forced to stay home, and eCommerce’s dominance is likely here to stay. Demand for travel agents – previously in decline – is [now seeing customers return](https://www.usatoday.com/story/travel/advice/2021/04/09/summer-travel-how-2021-will-be-different-this-year/7121963002/) due to confusion around travel and regulations. And companies that promote any sort of activity from home – working or learning remotely, working out at home, etc. – have now been able to get their products into more households than ever before. 

But for many brands, this is not the case. Although we’re well over a year into the pandemic, with vaccination rates so different from country to country, it’s still difficult to know when things will settle back to normal – or what that normal will even look like. This puts most companies in a challenging position. How can you plan your brand’s future effectively when there’s so much uncertainty around what the future will look like? 

### Adapting your business to delight customers with higher expectations

One thing that’s for certain is that – now more than ever – consumers [need to be able to trust in the brands they shop with](https://business.trustpilot.com/reviews/build-trusted-brand/the-importance-of-trust-in-uncertain-times). They want to know that whatever they’re purchasing is going to arrive as expected, function as expected, and fill whatever need they have. You can minimize the uncertainty in your customers’ lives by collecting reviews from all of your customers and making them as easy to find as possible. 

Another way to help your business recover is to treat online reviews as a way to have a meaningful engagement with your customers. Today’s consumers want to shop with brands that genuinely care. If you’re getting negative feedback, [always respond and try to make good](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect) with that customer. And know that other shoppers are seeing how you handle those complaints and making their purchasing decisions accordingly. 

Are you ready to build a more trustworthy brand? Collecting reviews on Trustpilot will show your customers that you have nothing to hide and help start an open dialogue with them for a better experience for both of you. 

This can help you prepare for a post-pandemic world. And although consumer trends will always change, and the uncertainty surrounding the pandemic is far from over, the stronger your brand reputation is, the better prepared you’ll be for any crisis – large or small. 

[Download our free executive summary 2-pager](https://marketing.trustpilot.com/hubfs/Consumer%20Insights%20June%202021%20Report%201-Pager%20Summary.pdf) to share with your team or colleagues, and request a free Trustpilot demo below.

Understanding COVID-19’s impact on business + imagining a post-pandemic world

How Covid-19 is Impacting Banking and Payments 

The world has been through a tumultuous year as consumers have faced a global pandemic and economic turmoil. The shift away from in-branch banking towards digital banking, contactless payments and mobile wallets has accelerated due to social distancing

Drawing on the findings of a survey across six countries and interviews with relevant brands, this research explores evolving consumer attitudes to debit- and credit-related products and services offered by banks. It looks at how both incumbent and ‘challenger’ brands are evolving their services, marketing activities and messaging to build confidence and win trust.

Below are five of the key takeaways from this research. 

__1. Contactless on the rise __

One of the biggest changes in consumer spending behavior in the last year has been the increased use of contactless and demise of cash.

Across the six markets covered by this research six in ten (61%) consumers say they are more likely to use contactless for payments since the start of the Covid-19 pandemic. Furthermore, more than half (54%) of respondents say they are less likely to use cash.

__2. Rise of the challenger bank__

While just under three-quarters (72%) of consumers still rely exclusively on their established or traditional bank, nearly a quarter (24%) of those surveyed say they are now using a more digitally-focused challenger bank, either on its own (6%) or as a supplementary bank (18%).

__3. The appeal of challenger brands__

The most significant driver of business for challenger banks is their low-fee or no-fee service, cited as a major attraction by two-thirds (66%) of consumers. The next most popular selling points are their reputation for customer service (59%), better digital experience (50%) and speed of account set-up (49%).

__4. Shifting consumer concerns__

The pandemic and accompanying recession have made consumers more concerned about the cost of their bank accounts and debit or credit card services. This was true for 38% of consumers overall, rising to 56% of respondents in the US. Across all the markets surveyed, 34% of consumers reported they are now more conscious of security.

__5. Trust comes primarily from ratings and word of mouth__

Consumers are selecting banks and card service providers based on their needs relating to cost, customer service and improved digital experience. Decisions are being made at a time of heightened concerns around cost and security in particular. 

The research findings are very clear on how consumers are making important financial services decisions. They trust one another far more than they do advertising campaigns and social media. In fact, 86% of consumers report high or medium trust levels for word of mouth and reviews whereas social media and advertising score relatively poorly for trust.

## 1. Consumers double down on contactless 

With the well-documented danger of coronavirus spreading via surfaces as well as through airborne transmission, it is not surprising to find that cash use plummeted in 2020. Consumers across the US and Europe have increasingly switched to contactless payments, according to our consumer survey.  

Although contactless technology predates Covid-19, the pandemic has helped to drive its adoption as people seek to avoid the hassle and potential danger of carrying cash. Whether in-store or paying for coffee or a meal, people all over the world typically prefer to use payment cards and digital wallets which are increasingly linked to devices such as phones or even watches. 

More than half of consumers across the six markets covered by our research said their use of contactless payment has increased since the start of the Covid-19 crisis (Figure 1), including two-thirds of those surveyed in the UK (66%) and France (67%). Overall, only 8% of consumers say they are making less use of contactless, presumably mainly those who aren’t leaving their homes. 

It is only in Sweden, where social restrictions have been less severe than in other countries, that a majority (57%) say contactless usage has stayed the same. Averaged out across all countries surveyed, more than half of consumers (54%) report that they are less likely to use cash for in-person transactions since the start of the pandemic (Figure 3).

figure1

This move to contactless is helping to fuel the use of mobile wallets offered by contactless payment providers, particularly in the United States (Figure 2). More than a third of US consumers are using Google Pay (35%) and Apple Pay (also 35%), while more than a fifth (22%) are using Venmo from PayPal. 

The figures are echoed by separate research from Mastercard that found that nearly a third of US consumers (and up to 43% for those aged under 35) have swapped from physical to contactless payments during the pandemic. 

Figure 2 also shows that consumers in France are the least likely to be using any of the contactless payment providers listed. 


Figure 2

Of course, contactless is not available everywhere and is generally limited to lower-value purchases. Hence, some of the gap left by diminished cash usage is being filled by increased usage of debit and credit cards (Figure 3). 

Another obvious factor explaining decreased cash usage is the surge in online shopping prompted by the closure of stores. Consumers are around three times more likely to say their use of debit and credit cards is increasing rather than decreasing. 

Fiona Anderson, UK Head of Everyday Banking at HSBC, points out that the shift towards contactless, mobile and online payments was already well under way before the onset of coronavirus. However, Covid-19 has been a powerful catalyst for the adoption of digital and mobile banking services.

*“Covid-19 has accelerated the shift in customer behavior towards digital and this trend is expected to continue,”* she said. 

*“There has been very significant year-on-year growth in mobile app users, mobile app log-ons and the number of mobile payments. We have also seen a trend in personal customers making more card payments and less cash usage. Contactless payments now make up a quarter of all commercial card transactions, compared to one fifth (19%) at the same time last year.”*


Figure 3

## 2. Traditional and challenger banks 

Consumer needs are evolving quickly as our lives become more digital, with an accompanying rise in contactless and mobile payment technology. Rather than a place to fill in forms, withdraw cash or pay in checks in person, banks now need to provide seamless digital experiences as well as providing faultless customer service remotely.  

Traditional banks such as Capital One and Wells Fargo in the US and Barclays and Lloyds in the UK, are still the first port of call for banking needs because this is where a salary is most likely to be paid in with payments set up for regular bills. However, challenger banks played an increasingly significant role in 2020 and this growth is set to continue throughout 2021 and beyond with continued investment in fintech.

Sometimes referred to as ‘neo banks’, challenger banks are typically online-only brands that have been available to consumers across the US and Europe for several years. Examples of challenger banks include Axos, Atom Bank, Chime and Monzo.

Individual brands have differing propositions, but for the most part they seek to stand out with free banking and advanced digital features, sometimes offering customizable cards and free international payments. 

In the US, nearly two-thirds (63%) rely on their traditional bank, while just 7% use a challenger bank on its own. However, there are now 17% who use both a traditional and challenger bank (Figure 4). 

Across all the markets surveyed, nearly three-quarters of consumers (72%) still rely on a traditional bank. While only 6% bank with a challenger brand exclusively, nearly a fifth (18%) use both a traditional and a challenger bank. 


Figure 4

An interesting aspect to this rise of digital banking and payment services is that it is no longer the preserve of millennials. According to payment spreading service Klarna, it has seen significant uptake in older users during 2020.

Samantha McCarthy, Marketing Manager, said: *“For Klarna, the profile of the shopper has changed during the last months. Our fastest-growing demographic was 50+ years old. The largest group of online aficionados has traditionally been mobile-centric and digitally-native millennials so the pandemic has forced new habits and behaviors in shopping alongside most aspects of life.”*

These new behaviors were particularly evident on Black Friday where the appeal of spreading the cost of purchases meant Klarna saw as much business in one day of Black Friday week in 2020 as it did across the entire week in 2018. 

The survey showed that usage of challenger banks is significant across all age groups, though more among younger than older people, as Figure 5 below shows. Those aged 18-34 are almost twice as likely as those aged 55 or over to be using a challenger bank either exclusively or in conjunction with a traditional bank (30% vs. 16%).


figure5

Figure 5

## 3. Most appealing banking services and features  

Our research shows that today’s consumers are significantly more likely to be using a challenger bank in conjunction with an established brand rather than instead of one, though this could change as newcomer brands gain more traction and persuade consumers they are the only provider they need. 

Clearly, there is inertia in switching from a traditional bank, but there is a desire to check out what challengers have to offer which is prompting a quarter of the market to sign up with a challenger bank either as a main account or, more usually, as a secondary account (Figure 6).  

Perhaps even more tellingly, consumers using a challenger bank are three and a half times more likely to say they have used its services more in the last year than they are to report decreased usage (44% vs. 13%).

Figure 7 shows that lower costs are the biggest draw of a challenger bank, regarded as a ‘major attraction’ by two thirds of consumers (66%), ahead of customer service reputation (59%), better digital experience (50%) and speed of account set-up (49%). Consumers are loving cheap or free banking with good support and a way of seamlessly organizing their money when they are online, whether on PCs, laptops, tablets or phones. 

Just as interestingly, the services many challenger banks advertise prominently are not as appealing. Travel offers are a major attraction to less than half the market (43%), and better card design has major appeal for just 23% of consumers. Nearly half of consumers (46%) claim that better-looking cards are ‘not an attraction’ though there is clearly enough interest to make it a worthwhile unique selling point (USP) for some brands.


Figure 6

Figure 7

While novel card designs may only be of significant interest to a minority, the banking experience and customer service offered by a no-fee or low-fee challenger are clearly top priorities. It is here that neo bank N26 realized it could leverage its digital-first roots by empowering customers to bank safely without needing to visit a branch or even receive a card in the post, Chief Growth Officer Alex Weber reveals. 

*“During the height of lockdowns across Europe, we saw postal services interruptions affecting multiple areas across the continent. As a result, getting cards to customers quickly wasn’t always possible,”* he said.

*“This is when we quickly introduced a feature that would allow new customers to add a digital version of their N26 card to their mobile wallet immediately upon sign-up – a process which takes most customers only eight minutes, so that they could already make contactless and ecommerce payments while waiting for their physical card to arrive. We are looking to expand this capability to empower not just cashless, but also cardless payments and will be expanding our virtual card capabilities in the near future.” *

Another obvious advantage of being an online and mobile bank, without physical branches, was less disruption. Banks and fintechs that are used to offering a remote service could still be there for customers, as they always had been, according to Kabbage, An American Express Company.

*“We doubled our customer base in just four months as we became the US’s second largest processor of Paycheck Protection Program loan applications for small businesses,”* said Kathryn Petralia, President and Co-Founder of Kabbage, An American Express Company.

She added: *“When customers realized their banks closed shop and stopped accepting PPP applications, we were able to keep offering our services online. Customers are going to remember who was there for them in the tough times.”*

### Key factors for choosing a debit or credit service provider

The top three features consumers find most attractive in a challenger bank specifically (Figure 7) closely mirror the three most important criteria for choosing a debit or credit service provider (Figure 8). Low fees or a low annual percentage rate (APR) is the key factor picked out by half the market (50%), with a strong and trustworthy brand (42%) in second place, closely followed by an easy online and mobile experience in third (41%). 

Again, as with choice of challenger bank, some of the features flagged up prominently in marketing communications do not score as highly as simply being a low-cost provider people can trust to provide a great digital experience. Flexible payment terms, for example, was the least popular option for choosing a provider and good ethics and rewards schemes scored relatively low.

Nevertheless, Ricky Knox, founder of challenger bank Tandem, believes that when so many new providers are offering free services, strong corporate social responsibility credentials are going to prove more popular.

*“Tandem Bank was founded with the mission of helping to solve real people’s money problems and so this notion of sustainability, both financial and environmental, has been at the heart of our business from day one.*

*“We acquired an established green home loans business in 2020 and we can now help many more customers reduce their environmental impact by accessing the funding needed to green their homes. More people want to take action and not just talk about the climate crisis and we believe that the green banking message is one that the market is now far more aware of and open to."*


Figure 8

## 4. Cost and security concerns make trust vital

It is not too surprising to find consumers are cost-conscious when it comes to banking and card providers. After all, these are the services through which they manage their finances.

Clearly, the global pandemic and the accompanying economic crises have made cost concerns more important than before. In fact, 38% of consumers say that since the start of the pandemic they are now more concerned about costs (Figure 9), rising to 56% in the US. Covid-19 has not only focused minds on charges, with 34% of consumers now reporting that security is more of a concern to them than it was before the pandemic. 


Figure 9

Consumer choices have always been driven by the cost of financial services but a large swathe of consumers is now more concerned than ever about security. Trust in financial services providers is more important than ever.

This is partly a reaction to a spike in online financial scams which had already seen one in three Britons targeted by the summer of 2020, according to Citizens Advice research. In the US, scams rose by 70% in the second quarter of 2020 as much of the world endured some form of lockdown measures. Cyber criminals have been seeking to exploit the pandemic by tricking the vulnerable to make payments into fake investment schemes as well as pass on their log-in credentials so their accounts can be targeted. 

## 5. Trust comes primarily from ratings and word of mouth

When it comes to where they place their trust, consumers are very clear. They are most likely to trust one another, as is shown in Figure 10.

Word of mouth (39%) is the source of information people trust most highly, with consumer ratings and reviews just behind (36%). When ‘high’ and ‘medium’ levels of trust are combined, it can also be seen that word of mouth and consumer ratings are equally valued (86%).

Information on company websites and aggregator/price comparison sites are in third and fourth spot, with magazines/newspapers/media making up the top five. 

Marketers at financial services providers may want to take note that social media and advertising are highly trusted by just 14% of consumers, suggesting that these channels in isolation are not enough to build trust among their target audiences. 

The findings of the research are crystal clear. People have most trust in conversations with people they know, and in ratings from other consumers, when making decisions about debit and credit services. It therefore makes sense for consumer finance brands to reference good consumer ratings and reviews in their advertising and social media campaigns to make these channels more effective at building trust. 


Figure 10

### Now is the time for banks to focus on building trust with consumers 

After an unprecedented year for banking services, TSB Chief Marketing Officer Pete Markey can look back and recall how the on-going health and economic crisis has impacted the bank. Just before the full UK lockdown was called in March 2020, the bank had been about to launch a major campaign. Plans had to be amended instantly to reassure customers that they were being supported through unprecedented times.

*“We were about to launch a major new brand-led advertising campaign and so suddenly, like many others, had to change very quickly.”*

He added: *“We changed our messaging to how we were here to help customers through some very difficult times with details of loan repayment holidays and advice on how to better protect against fraud.* 

*“We’ve noticed that people have obviously switched more to digital banking and using our app, so we’ve been supporting customers with that. We’ve also noticed that spending is down because people can’t spend on nights out and entertainment. There are two main camps. There are some customers that are having a really hard time because they may have been furloughed or lost their job. On the other hand, we have customers that are not so financially impacted and they’ve actually been saving a little more.”*

It was a similar situation at NatWest where the bank realized it would need to change course quickly to focus on customer needs and, in particular, to stress to vulnerable clients that they were being fully supported. 

*“We were the first in the UK to offer vulnerable customers a fee-free cash delivery service to their door, with over £4m delivered to customers since it launched in March,”* says Hazel Harper, Journey Developer at the bank’s Effortless Payments team.

*“We established a dedicated support line for customers over 70 or in isolation. This line was set up to help those most in need and is open 8am-8pm, 7 days a week. We also launched our Companion Card which can be topped up by up to £100 and lets customers pay safely when someone else is shopping for them.”*

### Conclusion

The global pandemic shaped 2020 and will continue to cast a long shadow over at least the first half of 2021. As such, this switch to contactless, mobile and online payments is only set to continue.

Consumers need engaging and seamless digital banking experiences to manage their finances and shop online, and therefore traditional banks will need to keep on raising the bar with their digital services as well as doubling down on customer service to keep up with the march of the challenger banks.

Given that the health crisis is being accompanied by difficult economic circumstances, these new banking decisions are being made at a time of heightened concern over cost and security. This is prompting consumers to make choices based on what people like them think. They are listening to word of mouth and ratings and often tuning out the noise of advertising and social media.

The learning for banks is very clear. They need to combine two attributes. The digital banking services they offer must offer an excellent experience and the customer service they offer must be exceptional. While digital banking features are essential, banks cannot rely on technology alone. Consumers are demanding an intuitive suite of digital features from a bank that can demonstrate trustworthiness and security. 

Banks must listen to the voice of the customer here and double down on their messaging relating to delightful digital banking experiences consumers can trust in.

### Methodology

London Research was commissioned by Trustpilot to carry out nationally representative surveys of 1,200 consumers across the US (n=200), UK (n=200), France (n=200), the Netherlands (n=200), Italy (n=200) and Sweden (n=200) in December 2020.

The research was conducted using a Toluna research panel. London Research also carried out a series of interviews for this report.

### Acknowledgements

London Research and Trustpilot would like to thank the following people for their help in compiling this research:

- Fiona Anderson, UK Head of Everyday Banking, HSBC
- Hazel Harper, Journey Developer, Effortless Payments, NatWest
- Ricky Knox, Founder, Tandem
- Samantha McCarthy, Marketing Manager, Klarna
- Pete Markey, Chief Marketing Officer, TSB
- Kathryn Petralia, President and Co-founder of Kabbage, An American Express Company
- Alex Weber, Chief Growth Officer, N26   


2021 Consumer Finance Report

2021 Consumer finance report: How Covid-19 is impacting banking and payments

The changing landscape of automotive retail

how auto retailers can thrive with reviews

However, with the new digital era, consumers are changing the way they
purchase online. How is that affecting the auto retail industry?

We’ve conducted research to find out how and why the auto retail market is adapting to a new digital environment, and how you can keep up with new consumer and industry trends.

Here are the major takeaways from our research.

## Changes in consumer behaviour

Technology is actively changing interaction and communication patterns, with the rise of social media, online shopping, and easy access to the internet, altering consumer behaviour as a result. Digitalisation is affecting the sales and service process in every category, and other industries are leading the way in innovating their retail formats to match consumer
trends and expectations. The auto retail industry, while slow to adapt, is already feeling the effects of digitalisation.

__Consumer expectations require an innovative sales process__

As automotive technologies progress, consumer expectations of the sales process, the products, and service levels are reaching higher levels. Consumers are looking for a new, quicker, and simpler way to buy cars. The auto retailers who meet these expectations are likely to end up ahead in
this quickly changing industry.

__A digital presence is necessary for auto retailers__

As competition increases and digitalisation becomes the norm, it’s necessary for dealers to implement an omni-channel customer experience. Having an integrated digital strategy with an active online social presence, online reviews, live chat support, and sales events that are available online as well as offline, will help drive online sales. 

## 1. The digital transformation of the auto retail industry

The automotive retail industry has been slower to adopt new consumer trends in the UK, as the primary mode of selling remains through physical
locations.

However, that’s about to change with the industry realising that many consumers prefer the convenience of buying online rather than negotiating in person with a salesperson.

The digital environment is changing the auto retail market. In the UK, 20% of consumers are willing to buy a car online, while other major regions are
following suit much faster, with 60% of consumers in China and India willing to buy a car online.

Overall, fewer dealerships are visited, and sales are now moving to digital channels. According to Capgemini, 45% of consumers admit they make purchases through an online channel to get a better price, and 23% do so because of how easily and quickly they can complete a purchase. When online, consumers can choose the precise specifications they want, including colour, engine
size, and optional features. They can also part-exchange their old car, arrange financing, choose their shipping options, and then click “pay”, all under 30 minutes. Negotiations disappear and a transparent transaction takes
place.

Now that access to the auto market is available online, the competitive advantage of a convenient location has flattened out. Consumers are not
as willing to blindly trust their closest retailer. Dealerships now need to win consumers over, rather than rely on their location. Some brands
have already begun to pick up on this trend and have shifted their strategy.

Brands likes Jaguar, Land Rover, and Hyundai have models on display, but invite their customers to buy online. Hyundai transformed its online
shop 16 months ago and found that just 53% of customers opt to drive a car before buying one. This buying journey that incorporates various
channels is becoming more and more popular as it allows consumers to go to a dealer if they want to, and then continue their purchase online.

Major manufacturers are now leading the transformation and succeeding in the market because of it. This month alone, Smart, Peugeot, and Citroen have launched new sales websites, with others expected to follow.

Auto retailers need to differentiate themselves from competitors, and constantly improve their customer experience as much as possible in
order to win consumers over. As the industry changes, brands who keep up and get ahead of the competition by adopting new digital trends and putting the consumer first will end up reaping the rewards. 

## 2. The future of automotive retail

__How retailers should adapt__

New studies have found that 20% of all UK cars are expected to be sold online within the next 10 years, representing a £41 billion revenue shift
from offline to online sales. The average number of customer visits to dealers before buying a car has recently dropped from up to 5 to just
1. Worldwide, more than one third of customers would now consider buying a car online. However, the benefits aren’t confined to consumers. GForces, a leader in providing digital technology, marketing, and consultancy services to the automotive industry, believes online sales are an opportunity, not a threat, to the UK’s vehicle retailers.

Tim Smith, Group Strategy Director at GForces, explains:

"Online, the cost of each sale could be as little as 3-4% of the car’s price, whereas selling via a dealer costs, between, 10%-13% of the price.
Auto-retailers have an additional financial incentive to adopt a digital strategy for their business. But what’s the best way for these retailers to reach businesses?"

A digital omni-channel presence that matches messaging, ensuring there’s no disconnect across channels is now necessary for auto retailers. Brands with a disjointed message across digital and traditional channels, or brands that outright refuse to keep up with digital trends will end up losing ground in the market. As companies like Hyundai, Tesla, Peugeot, and Smart adopt digital-first strategies, other manufacturers and dealers will follow, naturally increasing competition and the need for differentiation.

Dealerships are losing a competitive advantage provided by physical proximity, and now have to compete with dealerships on a wider scale. Putting customers first and relying on their trust and reputation to stand out from other retailers is necessary to succeed.

## 3. Why ‘customer-first’ is the best first step for your company

Now that customers are maneuvering through multiple touch points across digital channels, a retail strategy that incorporates those touchpoints
is key for addressing the customer, regardless of where they are in the buying journey. Customers are making use of offline sources, such
as referrals from friends or colleagues, as well as online and dealer-related information to evaluate dealerships, products, and services during the information gathering and the decision phases. This means that companies now need to improve and integrate their data sources to be able to better understand their customers. 

Integrated data sources allow them to offer the right messaging
and product across various customer touch points, improving the customer experience via personalisation, retargeting, price matching, and data-driven offers. 

Having an optimised customer experience can lead to new customers becoming repeat customers. With an omni-channel buying journey, it’s important for auto retailers to build trust during the online journey to differentiate themselves from competitors. 

Focusing on a great user experience and leveraging social proof at points of conversion are proven methods to achieve such differentiation. An Omni-channel strategy provides the consumer with an integrated buying experience. Whether your customer is shopping from a desktop, mobile, by telephone or in-store, the experience should be coherent, smooth, and flawless.

A retailer may be present on multiple channels, but if they don’t work together, it’s not an omnichannel strategy and its collective performance
may suffer. An omni-channel strategy should consist of building an aligned experience across multiple platforms.

With more and more car dealers switching to omni-channel strategies, it’s essential for auto retailers to start optimising their digital channels
to stay in the competition and grow their online presence.

Auto retailers need to use data to understand their customers better and improve their user and customer experience. This will ensure that their sites are optimised for mobile, have a social media presence, and their customers are utilised in their marketing as part of a customer advocacy
strategy.

With user-generated content, retailers are winning their consumers’ trust through social proof. Today, over 92% of consumers now read online reviews before purchasing online. Customer experience is also very important when
purchasing online. Consumers want to buy from brands who care, and brands they can trust, especially when investing in big-ticket products they haven’t necessarily tested, like cars.

Customer feedback helps optimise all channels: digital, paid, social, and more. This feedback can also be used to identify potentially problematic
areas of a company and improve them, further tailoring the business strategy to the needs of a customer.

The auto retailers who place the customer as the central focus of the business strategy will be able to adapt and keep up with new changes while also meeting the customer wherever they’re making purchases.

## Conclusion

*Current consumer trends and the advent of digitalisation are reshaping the automotive retail industry. Car retailers and dealerships will have to adapt to survive.*

One of the most important insights to emerge from our research is the importance of the new omni-channel buying process that consumers are now adopting. Companies need to tailor their strategies to different audiences and expectations by optimising all channels, giving their customers
the option of using both online and offline methods of purchasing a car.

To survive this digital transformation, it’s essential for retailers to have a coherent and flawless buying process across all channels. A digital strategy should take priority, websites should be optimised for mobile devices, and companies should learn from successful eCommerce companies in terms of how to approach digital marketing, social media, and customer advocacy marketing. As big car retailers are now relaunching their sales websites and optimising all channels, other dealerships will likely follow suit. That places a priority on differentiation, especially if online sales
continue this upward trend. Customers are key to overcoming this challenge.

User-generated content is a powerful tool to help companies survive the industry changes. However, without a focus on building trust and a customer relationship, retailers won’t be able to utilise a highly trusted advocate
for their business - their customers. Collecting and using customer reviews improves digital marketing performance, customer experience, drives business insights and is highly sought after by other consumers. In 2017, it was found that more than 80% of online buyers trust reviews as much as personal
recommendation.

Keeping up with the new auto retail environment means you should opt for a digital customer-first strategy that is focused on getting ahead of the clear direction the industry is moving towards. As competition is getting tougher than ever, digitalisation gives you the opportunity to stand out from competitors on all touch points. Growing your online presence with
reviews and an omni-channel strategy will help you stay in the competition and stand out from other retailers.

### Top Tips for Getting your Business Ready

- If you haven’t already started, develop and launch a digital strategy
- Optimise your sales website for mobile & Implement a coherent and flawless buying journey across all channels
- Minimise clicks throughout the customer buying journey
- Make sure it’s easy for customers to switch from offline to online (instore tablets, QR codes redirecting to website, etc.)
- Use data to understand your customers’ needs and personalise the shopping
experience
- Optimise the buying process, knowing customers are looking to make decisions faster
- Have an active social media presence using personalities from the business itself 
- Collect online reviews to learn from and leverage those reviews in your marketing channels.


The changing landscape of automotive retail 

Trustpilot - Uncertainty and trust in the automotive industry

2019 Auto Report Trustpilot

Buying a car is no light decision – the average car purchase in the United Kingdom is nearly £34,000 and the average price in the United States is over $36,000. Despite strong annual registrations for ride sharing programs, and that global car sales are expected to drop this year, the desire to own vehicles — at least from a socioeconomic perspective — is alive and well. Before making the important decision of which car to buy, there are many factors that potential buyers consider before signing on the dotted line, whether it is car design, mileage, or brand reputation.

On top of those considerations, consumers’ personal tastes, utility needs, and financial solvency all influence the global trade of automobiles. In an age of viral digital information, the growth of the sharing economy, and shifting geopolitical climates, what will become of the current automotive landscape? How have events like Brexit and the U.S.-China trade war impacted consumer decisions and trust in the automobile industry?

To find out, we analysed automobile purchase, trade, and production data from around the world and surveyed more than 1,000 people from the U.S. and the U.K. Some insights include:

- Despite market uncertainty brought on by the Trump administration in the
U.S., nearly 44 percent of Americans are optimistic about their country’s automotive industry. However, turbulence in the U.K. around Brexit is weighing heavily on Brits’ perception of the automotive industry, with just 26 percent reporting positive sentiments.
- Auto industry outlook was more favourable among individuals with concrete plans to buy a car across both locales surveyed. Nearly 80 percent of those looking to buy a car read online reviews in preparation of their purchase, compared to nearly 50 percent who read online articles. 
- Consumers named car manufacturer brand reputation as one of the top qualities they looked for when choosing a car, second only to price, fuel efficiency, and safety. Now more than ever before, social proof is
essential to gaining the trust of potential customers, especially in this uncertain climate – and peer recommendations in the form of online reviews can go a long way in helping customers make an informed decision. According to our study, car purchases are no exception. Read on to learn more.

## Industry landscape

__A global breakdown__

Despite ongoing trade challenges, research suggests that the global market is expected to remain relatively stable in 2019, with North America trailing behind Asia and Europe as a top car producer. Currently, North America only
produces 16.7 percent of passenger cars — and it looks like it might stay that way. Growth in the U.S. auto industry remains healthy for now,
but the volatile stock market and rising interest
rates are a likely threat. 

Though North America is one of the smallest volume producers globally, its politics may have a disproportionately large impact on the European auto industry. While Europe currently produces a quarter of global passenger cars, U.S. President Trump’s proposed 25 percent tariff on car
imports may have a serious impact on the global economy.

Asia, on the other hand, accounts for more than half of the total passenger car production volume. This could be because Asian producers like Toyota and Hyundai have wisely established themselves as trustworthy international brands, all while managing to keep hold of their own national loyalties. This is evidenced by the popularity of Asia-produced vehicles in North America (39 percent of imports to the U.S. are Japanese), and by the fact that Asian consumers tend to avoid buying American cars. Buick proved to be an exception as the only U.S. auto manufacturer among China’s top 10 automobiles in 2017.

Figure 1

__The effect of Trump on American auto trade__

There’s no question that the U.S. saw a general uptick in car imports and exports over the last decade, but there was a significant decline in
2018. The drop-off was a bit steeper for U.S. exports than imports, which could be partially attributable to the recent international aversion
to U.S. automotive brands. That said, these fluctuations also align to some key political events.

Exports increased slightly around the time President Donald Trump took office in 2017, but 2018 was mired by several events that may have impacted the auto trade, including GM’s plant closures, the U.S.-China trade war, and
the “new NAFTA,” which could mean tighter restrictions on Canadian, Mexican, and American auto producers in the future.

To sum up the recent decline in American auto trade, from 2017 to 2018 exports decreased by over $50 billion, and imports dropped by over $20 billion.

__European snapshot__

Across the pond from the United States, Europe produces about a quarter of all passenger cars on the planet. Interestingly, while Germany was a clear front runner in both passenger vehicle production and new passenger car registrations, the U.K. had a disproportionately large number of new passenger car registrations (1.3 million) compared to its humble passenger vehicle production figures (about one third of Germany’s production).

Despite the strong figures for new passenger car registrations, the U.K. saw an overall decline in both areas of automotive trade from 2017 to 2018. In part, the decline in registrations may be connected to the U.K. experiencing a steep drop in young drivers over the last few decades. At the same time, household debt has skyrocketed. The introduction of ride-sharing services like Uber and DriveNow may have also contributed to the drop in new car users, at least as far as U.K. urban areas go.

__Brexit and the British auto trade__

While car exports have been on the rise in the last decade, these numbers may soon be declining due to Brexit. In January of 2018, Julian Knight,
a member of Parliament, warned that Britain faces “a period of economic uncertainty, especially for exporters, as we negotiate our future relationship with the European Union and start to pursue our own independent trade policy.”

Years of Brexit concerns, starting when it was first announced in 2016, and recent negotiations haven’t exactly boosted British car exports. More
recently, concerns over petrol costs and customs delays brought car assembly to a screeching halt during the summer of 2018.

As Britain moves closer to leaving the EU, U.K. car production and diesel sales have dropped dramatically. In response, several car manufacturers have reacted by laying off employees. What was supposed to be mostly “good” for British trade and commerce seems to be having the opposite effect, at least for the moment. 

## Auto industry consumer insights

__Hope in uncertain times__

Despite the changing political climates, trade wars, and other uncertainties that may impact the global auto market, some American and British consumers still hold a positive outlook. Our survey showed about 44 percent
of Americans and 26 percent of Brits felt positively toward their nation’s respective automotive industries.

In fact, about 31 percent of Americans and 18 percent of Brits planned to purchase a car within the next year. There was a general sense of open-mindedness among respondents when it came to buying a car, with only 1 percent of Americans and 4 percent of Brits saying they’d never purchase one. In general, Americans planned to buy cars slightly sooner than Brits,
but significant portions of both nationalities thought carefully about making such a big purchase.

Those who were planning to buy cars sooner were more likely to have positive views about the automotive industry than those who were delaying or completely avoiding a car purchase. And for those who were planning a car purchase, online reviews were an integral part of their decision.

__Purchasing prep__

Automobile companies like Ford and Toyota spend billions of dollars on ads every year, it’s possible that more focus should be put on other
channels. These days consumers won’t make even a trivial purchase without reading the product reviews, and large purchases like cars are no exception to this new step in the buying journey.

Our data revealed that around three-quarters of consumers surveyed read online reviews about automobiles and compared car values online before buying. Nearly half of respondents read online articles, and more than a third asked their friends or relatives for advice.

Online reviews are the most prominent way that consumers research their purchases, and they tend to resonate with young people in particular. While millennials might not be buying homes as much as older generations, they are buying cars. When shopping for their vehicle, they relied more heavily on reviews than other generations. Nearly 80 percent of millennials rated online reviews as important, compared to around 74 percent each of Gen Xers and baby boomers. 

__Top car qualities__

When consumers are finally ready to purchase an automobile, four factors contribute the most to their decision. For the majority (almost 95 percent), price ruled all, followed by fuel efficiency and safety. Nearly 9 in 10 respondents said the auto manufacturer’s reputation was also important when choosing a car. Slightly less (87 percent) felt the same way about maintenance costs over time. 

What wasn’t as important as reputation? Consumers felt that depreciation rates, engine power, technology or special features, space, and a warranty weren’t as essential.

__Brand loyalty__

Brand trust carries a lot of weight, with 89 percent of consumers said that auto manufacturer’s reputation was important to them. However, our survey suggests brand loyalty is a precious opportunity for differentiation because it’s not always easily won. More than half of baby boomers, Gen Xers, and millennials said they planned to buy a different car brand than what they were currently driving. Millennials were the most likely to plan a brand switch, at 62 percent, while baby boomers were the most loyal to their current car brand.

There may not be widespread brand loyalty, but what about loyalty to one’s own region? About 60 percent of U.K. residents planned to buy a European car, while around 55 percent of Americans were set on buying an American car. At the same time, more Americans wanted to buy a European car than U.K. residents were keen to buy an American-made car.

Given the current economic uncertainty, cultivating a trustworthy brand reputation is one area that car manufacturers can confidently control. When customers can read and provide authentic company reviews, they can feel more
confident in their purchases and know their experiences and opinions help others do the same.

## Conclusion

Although city life and public transportation are under revival for the younger generations, there’s still plenty of demand for cars around the globe. The World Economic Forum projects that the number of vehicles on our planet will double by 2040, ultimately putting 2 billion cars on the road.
In other words, the automobile industry is alive and well – and standing out as a trustworthy brand is more important now than ever, especially to capture the loyalty of younger consumers. One of the most important ways that customers of all ages will find cars they can rely on is through online reviews.

Although no one can predict or control the events that shape our economies, car companies can take back some control over their reputations and show potential customers the information they need to choose a car with confidence. As our survey results show, this can be accomplished by displaying certified customer reviews on their sites.

At Trustpilot, we believe your customers can be among your most powerful advocates. That’s why we built a free review platform where customers can openly share their experiences, and companies can use these insights for improvement and innovation. [Check out our blog](https://uk.business.trustpilot.com/reviews) to learn how we can help you build trust with new customers, learn from their experiences with your brand, and improve the way your company connects with the world. 

If you'd like to request a Trustpilot demo, click the link below.

Consumer insights: Uncertainty and trust in the automotive industry

Why people leave bad reviews

Negative reviews are written because a consumer has a bad experience with a product or service. Learn what experiences compel shoppers to leave bad reviews, what they expect in return, and how you can make the situation right.

If you’re willing to take time out of your day to leave online feedback, it’s usually because you want to warn people about a bad encounter, or to help them make a better buying decision.

In a world of viral marketing and social influence, online reviews have the power to make or break small businesses, but they aren’t the only companies paying attention. Reviews have become such a pivotal part of the buying experience for so many customers, that even tech goliaths like Apple can’t help but play an active role in responding to more critical responses.

So what compels us to leave reviews online, and what are we really hoping to achieve by contributing to the public discussion of a brand, experience, or product? To find out, we surveyed over 1,000 European and North-American consumers about why they leave bad reviews, how good experiences inspire them to give feedback, and the kinds of reactions and rewards they sometimes expect to receive as a result of their critiques.

Think the online review phenomena might sometimes have ulterior motives? Read on to see what we uncovered.

## Compelling experience

Reasons for leaving bad reviews

Image - Reasons for leaving bad reviews

Research indicates overall customer satisfaction with in-store shopping continues to increase, but so do consumers’ expectations about what a good shopping experience looks like in the first place. Consumers want retailers to have better technology, offer more services, and establish better personal connections.

So what happens when the product or purchase doesn’t quite live up to its expectations?

You might consider leaving a negative review.

While the occasional bad mark can be good for helping customers build trust with a brand, too many can be a clear indication that something’s gone seriously wrong.

Overwhelmingly, more than half of both women and men admitted they leave negative comments about businesses simply as a warning to the online community. Other reasons included helping establish proper expectations and to steer buyers away from making a purchase they’ll later regret. Women were most likely (54 percent) to report doing it to help other people make better buying decisions. While some wanted to help companies improve their services and others wanted to share their overall experience, very few seemed to have malicious intent. __Less than 1 in 5 women and 1 in 4 men shared negative feedback to get back at a company for a bad policy or product.__

## The power of positivity

A2 Resized

Image - Reasons for leaving good reviews

A business doesn’t have to have exclusively glowing reviews in order to help compel people to buy its products or frequent its store. Good or bad, a vast majority of customers will leave businesses a review when prompted, and most consumers have the same agenda for their positive comments as their negative reviews: helping other people make better purchases.

Among women, helping other people make better buying decisions was the leading reason for spending time writing a positive review for a product or service, while men were tied for both better buying know-how and simply exercising the opportunity to share their experiences overall.

Both men and women were sometimes compelled by the opportunity to reward companies or employees for good service, and others simply wanted to give back to their online communities.

Still, online review etiquette may not entirely translate across borders. __North-American consumers were almost twice as likely to use the power of their positive feedback as an opportunity to thank a specific staff member for their efforts.__

## Requested retribution?

A3 Resized

Image - customers expectations after leaving bad reviews

Standard customer service code dictates a simple truth most businesses try to live by: The customer is always right. Even if the average employee doesn’t always agree, it’s a common adage that’s been designed to remind brands to keep the customer – and their grievances – in proper perspective. But does that sometimes embolden consumers to expect more than they’re entitled to?

While a majority of people who’ve made the effort to leave a bad review for a company or their services generally don’t expect a response to their comments, roughly 1 in 3 expected either a company comment or private message. In some cases, people may even be expecting compensation in the form of merchandise or credit to help make up for their poor experience. __Less common overall, we found it was consumers with the highest annual income who felt the most entitled to free merchandise in response to their negative feedback.__

Among North-American consumers, this sentiment was especially strong when asked about expensive purchases. Nearly half admitted they envisioned companies wanting to go the “extra mile” to correct their bad experiences. Only 1 in 4 Europeans had the same perspective in contrast.

## Favoured feedback

Image - satisfactory responses to bad reviews

With so many people expecting to receive personalised responses to their negative reviews, it’s fair to wonder how they want those conversations to be handled. There are plenty of examples for business owners on the best ways to address public criticism, and most experts recommend refraining from defensive comments and focusing on finding a way to fix the customer’s concerns.

In general, that’s exactly the kind of response most consumers are looking for. __A vast majority – 88 percent – of people voted for companies to fix the issue at hand and then contact them regarding the solution.__ Slightly fewer (84 percent) expected an immediate response with the offer to refund or replace the product in question.

Still, for some consumers, a simple reply would suffice as a response to their negative feedback. Nearly 3 in 4 would be happy with a private message or email, __and 61 percent expected a company to publicly comment on their review.__

## Compensation that counts

A5 Resized

Significant Rewards

Depending on how bad an interaction is or how poorly a product performs, in some cases, a reply from the company regarding a negative online review simply isn’t sufficient to resolve the issue. Occasionally, consumers expect to be compensated monetarily to help make up for the perceived offense.

Overall, 85 percent of people believed a replacement of the product or service would be in order following a negative review, and 80 percent would prefer being given monetary compensation for their time and inconvenience. While others wanted a reimbursement for their purchases or a gift card to help make up for the experience, nearly 2 in 3 wanted companies to go even further by instituting policy changes storewide to help resolve their concerns.

Regardless of the extent of their requests, from replacement on faulty products to discounts on future purchases, we found __North-American consumers were more inclined to expect these kinds of rewards for their negative reviews than European shoppers.__

## Long-term impact

A6 Resized

Image - Customers react positively 

Customers may have high expectations for what they expect from their in-store shopping experiences and even higher expectations for how companies should respond (including how quickly) when something’s gone wrong enough to warrant a negative online review. And how many customers feel their concerns have been handled poorly can have a long-term effect on their relationship with that brand.

When customers feel their reviews have been responded to appropriately, more than half admitted to shopping at the same location again. More than 2 in 5 customers would even go so far as to reverse their overall rating of the company and edit their review into a more positive critique. For 25 percent of people, how well companies respond to criticism can even help transition them from detractors to overall promoters of that company.

## Critical customers

A7 Resized

Image - Customers react badly

In contrast, failing to respond appropriately sometimes emboldens customers to take further action against a company. __More than 2 in 3 people who were unsatisfied with a company response to their feedback admitted they wouldn’t shop with that establishment again, and half would warn others to stay away from the company too.__ And if they really believed a refund was in order, 1 in 4 would go through their credit card company to contest the original charge themselves.

## Overstated opinions?

A8 Resized

Image - Have you exagerated a bad review?

Some may call it a white lie, others may call it a fisherman’s tale, but don’t be surprised that there is some exaggeration in online reviews by consumers. They’re hoping to elicit a stronger response from the company, and it’s Europeans more so than Americans who employ this practice.

Across gender and generational groups, it is typically men who find ways to expand upon the truth to garner a response. This can be dangerous, however, as some companies and small businesses have started fighting back against negative online reviews.

One woman in New York found herself being sued by her doctor for roughly $1 million after leaving a review that called the business “very poor and crooked.” This is not the only case of companies firing back at negative criticism online – more than ever, businesses are defending their reputations and are willing to go to court to protect their brand.

## The power of the customer’s perspective

As the face of retail continues to evolve and customer service stands front and center for most brands as a key distinguishing feature between them and their competitors, the average consumer has higher expectations today of what they expect from their shopping experiences and the goods and services they purchase. Nowhere is that more evident than the phenomena that are online reviews. For both good experiences and bad, customers aren’t just leaving feedback for the company to see, they expect a response (and sometimes retribution) for their concerns.

At Trustpilot, we know every review has a personal story, and behind that review is an experience that matters. By sharing experiences that help build trust in the community, we help customers buy with confidence and help companies use their online reviews to their advantage. Through shared reviews and experiences, customers can find the very best in everything from pet care to their own health and wellness. At Trustpilot, we help you build trust and improve your company’s reputation among current and potential customers.

Find out more about Trustpilot, request a demo below.

Bad reviews: Why people write them, and what they expect

Trust in advertising consumer insights

Marketers’ [social media budgets](https://www.marketingweek.com/social-investment-up/) have exploded in recent years, while companies spent an [estimated $33 billion](https://marketingland.com/native-will-dominate-display-spending-in-2018-238081) on native advertising in 2018. Simultaneously, longstanding techniques show no signs of fading. Search ads remain the largest form of online advertising, accounting for [roughly 42 percent](https://www.vox.com/2018/3/26/17163852/online-internet-advertisers-outspend-tv-ads-advertisers-social-video-mobile-40-billion-2018) of 2018 ad spending. As the opportunities – and obligations – of digital marketing evolve, it’s clear that relevance requires messaging on multiple channels.

Yet, recent research calls companies’ cross-platform efforts into
question. Consumers are [increasingly frustrated](https://www.google.com/url?sa=D&q=https://www.adweek.com/digital/new-study-highlights-how-much-people-dislike-digital-ads/&ust=1611307920000000&usg=AOvVaw2htQk_Qnmj7byUwgs67wIc&hl=en) with digital ads they
deem intrusive, causing many to install [ad blockers](https://deloitte.wsj.com/cmo/2018/04/03/are-consumers-adlergic-a-look-at-ad-blocking-habits/). Additionally, the
[influence of online reviews](https://theweek.com/articles/770712/enormous-influence-online-reviews) has swelled in recent years, as shoppers
seek to understand if brands’ advertising claims are credible. Which
digital marketing tactics actually drive consumers’ purchase decisions?
And how can advertising effectively complement customer reviews?

To explore these questions, we surveyed over 2,000 individuals in the
U.K. and U.S., studying how various advertising tactics affect their
buying behaviour. We also analysed the impact of online reviews and
the most powerful aspects of customer feedback. Our results provide a
holistic view of attracting customers online through multiple brand touch
points. To understand which digital marketing channels matter most to
real consumers, keep reading.


Consumer insights on the effectiveness of different advertising channels 

Consumer insights on the effectiveness of different digital marketing and ad channels

Impact-of-Advertising-on-Purchases

## Advertising immunity?

Regardless of the particular platform, most consumers voiced scepticism about the power of digital advertising to affect their own purchase decisions. Indeed, for each advertising platform included in our survey, less than a third of individuals admitted to being influenced by ads of that kind. This finding may support the notion of [effective frequency](https://www.thesimpledollar.com/financial-wellness/effective-frequency-why-ads-might-impact-you-more-than-you-think/), which
suggests that advertising convinces through cumulative exposure over time. Accordingly, we may find our choices shaped subconsciously, even though we find any single ad unpersuasive.

Still, our data imply that most shoppers are unimpressed by the advertising content they encounter, whether through search engines or social media. Adverts that interrupt online streaming were deemed least influential overall, with merely a quarter of respondents saying such ads informed their buying behaviour. Viewers have registered strong opposition to such adverts in the past: One [recent study](https://www.cnbc.com/2018/09/14/about-one-quarter-of-netflix-subscribers-would-jump-if-it-runs-ads.html) found that roughly a quarter of Netflix subscribers would drop the service if it began to run ads.

In some cases, women were significantly more likely to admit that certain ads affected their purchase decisions. Roughly 1 in 3 women said targeted social media ads influenced their purchase decisions, and 27 percent said they’d been swayed by sponsored content on websites or social networking platforms. This gender gap might reflect how female-centric categories, such
as the [beauty industry](https://www.adweek.com/brand-marketing/why-every-brand-should-be-watching-the-emerging-beauty-industry/), have been revolutionised by social media in recent years. Additionally, women are [more likely than men](https://www.pewresearch.org/internet/fact-sheet/social-media/) to use social media, therefore increasing the odds they’ll be influenced on such platforms.

Consumer insights about the influence of ads on purchasing decisions, broken out by gender

Impact of Ads on Purchases By Gender

Impact of advertising on purchases

## Persuasion by nation

Our data suggest that some modes of digital marketing may resonate to a greater extent with audiences in the U.S. than consumers in the U.K. Individuals in both countries were roughly equally likely to say that search ads and weekly marketing emails affected their purchase decisions. Yet,
a greater percentage of Americans reported being influenced by targeted social media ads, and an even larger gap emerged around sponsored content. Adverts on streaming services seemed far more effective for U.S. audiences as well. 

If U.K. consumers are less likely to feel influenced by marketing on social media, it’s not for a lack of effort on the part of British brands. Social media advertising is set to reach [£4.59 billion by 2020](https://www.theguardian.com/media/2018/apr/02/social-media-ad-spend-to-overtake-tvs-in-spite-of-facebook-woes), surpassing the entire U.K. television ad market.

However, the U.K. is a particularly difficult climate for advertisers, whose efforts are viewed with intense suspicion. Indeed, one [recent study](https://www.ipsos.com/ipsos-mori/en-uk/advertising-execs-rank-below-politicians-britains-least-trusted-profession) found that advertising executives were the nation’s least trusted profession overall. 

In most regions of the U.K., respondents were most likely to report being influenced by search ads. There were some exceptions to this trend,
however: Scotland, Greater London, and Yorkshire and the Humber were areas particularly receptive to targeted social media ads. In the U.S., the Northeast and South also regarded targeted ads on social media as especially
effective, whereas the West was more inclined toward sponsored content. This finding confirms the complexity of consumer experiences: No single platform can dominate countrywide.

Impact of advertising broken out by US and UK consumers

Persuasion by Nation

International impact

## Trust troubles

Thus far, our results have varied substantially across demographic categories. Yet, one overarching theme holds true: With regard to each kind of digital platform, most consumers regard ads as ineffective in influencing their behaviour. Could these dismissive attitudes reflect a deficit of trust in advertisers’ claims?

Our findings imply that suspicion is widespread: Less than 3 in 10 consumers said they trusted each kind of digital advertising. Targeted ads on social media and sponsored ads on social platforms and websites were viewed with particular skepticism. These data points suggest that consumer trust won’t be won through new trends and technologies. As some [marketing experts](https://www.prweek.com/article/1494047/influencers-arent-effective-product-marketing-edelmans-head-influencer) have recently noted, influencer endorsements can be forced and ineffective in connection with particular products.

Compared to U.K. residents, American respondents were more trusting of advertising platforms overall. Additionally, women tended to trust digital ads of different kinds at higher rates than men. However, even the most credulous demographic categories were largely resistant to advertisers’ claims – a far-reaching trend that researchers have labeled a “[consumer trust crisis](https://www.forbes.com/sites/jaysondemers/2018/05/09/how-brands-should-be-working-to-fix-the-consumer-trust-crisis/#65c336da554c).” If the vast majority of consumers doubt the veracity of digital advertising, when is it actually effective?

gaining trust 

Gaining trust

## Convincing Content

U.K. and U.S. residents alike valued an attractive price: When asked why they purchased something from an ad, over three-quarters of respondents in each region said they were driven by a good deal. Another top reason – especially among Americans – was that the ad reminded them of a product or service they’d previously considered. Although this dynamic can occur organically, this sort of reminder is often more than mere coincidence. Advertisers often “[retarget](https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/22/reset-the-rules-of-retargeting/#1e8ab24a299c)” consumers who have reviewed their products or services in the past, using tracking pixels to serve up related ads across the internet.

These top two reasons share a central purpose: Their goal is to encourage the completion of a purchase, rather than drive initial awareness of a product or service. Indeed, comparably few individuals said they purchased something after an ad offered more information or attempted to forge an emotional connection. If effective ads capitalise on pre-existing impressions, how do consumers form opinions about the things they eventually buy?

For many individuals, the answer is online reviews. According to one recent study, [84 percent of consumers trust online reviews](https://www.inc.com/craig-bloem/84-percent-of-people-trust-online-reviews-as-much-.html) as much as personal recommendations from people they know – a stark contrast to the widespread
suspicion of advertising discussed above. Yet, if reviews are an essential part of consumer research, what makes authentic customer feedback particularly powerful?

Why ads lead people to purchase

## Reviewing Reviews

Our data confirm the centrality of reviews in the customer journey: More than two-thirds of respondents said they usually or regularly consulted online reviews before buying a product or service. Not all reviews are weighed equally, however, with certain characteristics viewed as essential markers of credibility and quality.

In both the U.K. and the U.S., approximately 6 in 10 individuals said the inclusion of both pros and cons was a key indicator of review quality. This perspective may reflect concerns about the prevalence of fake reviews on some platforms. Balanced reviews are more likely to be real than feedback that is effusively and exclusively positive. Similarly, images were important for 37 percent of U.K. residents and 45 percent of U.S. respondents. A picture might serve as another form of proof that a review is real – and that the delivered product resembles images presented by the brand.

Which kinds of sponsored content reviews did respondents find most believable? User- generated reviews proved most credible for U.K. and U.S. respondents alike, with ratings claiming a distant second place. This finding implies that real user reviews, when incorporated into a larger digital strategy, may be a powerful antidote to the advertising trust deficit discussed above. Indeed, the marketing industry is increasingly emphasising user-generated content as an essential dimension of brand activity online – particularly as consumers grow wary of more direct modes of advertising.

What makes a good review?

## Authenticity: a principle for all platforms

While our findings vary somewhat by gender and geography, the prevailing themes are clear: Across various platforms, digital advertising is met with indifference or suspicion by most consumers. Conversely, most shoppers
proactively seek reviews before completing a purchase, prising real feedback from past customers.

Yet, no brand should renounce advertising entirely or focus exclusively on driving positive reviews. Rather, companies must utilise advertising channels in an authentic manner, echoing positive sentiments voiced by customers.

When brands can back their advertising claims with real testimonials, they can transcend the widespread skepticism evident in our findings. This approach is both holistic and transparent. Truthful brand messaging endures across channels, matching rhetoric and reality.

At Trustpilot, we’re leaders in helping companies integrate customer reviews into their broader digital strategies. By empowering customers to leave authentic feedback, our platform yields tremendous benefits for businesses large and small. From improved search performance to conversion optimisation, find out how your company can thrive by earning, request a free Trustpilot demo below.

### Methodology

We collected responses from 2,048 consumers via a survey. U.S. respondents were collected using Amazon’s Mechanical Turk and U.K. respondents through Prolific. 49.6% of participants currently resided in the U.K., and 50.4% currently resided in the U.S. 86.4% of participants currently resided in England, 8.9% in Scotland, and 4.7% in Wales. 10.8% of participants resided in the East Midlands, and 7.1% in East of England. 42.6% of participants were men, and 57.4% were women. 

Demographics with a sample size below 26 were excluded from the analysis; for this study, that included residents of Northern Ireland. Also, data presented in this study rely on self-reporting, which can introduce issues such as, but not limited to, selective memory and exaggeration. Statistical testing was not conducted in this study, and the research conducted was exploratory. Future research could explore reviews and purchasing behavior.

### Fair Use Statement 

Don’t worry, ad skeptics: We’re not buying or selling anything here. Still, we’d love to see the results of this survey shared with a wider audience. For that reason, this project’s information and images are yours to use for any noncommercial purpose. Please simply provide a link back to this page so that our team receives due credit for their work.

### Sources


- [Marketingweek - Social spend accelerating despite most marketers not being able to prove impact](https://www.marketingweek.com/2018/08/30/social-investment-up/)
- [Marketingland - Native will dominate display spending in 2018](https://marketingland.com/native-will-dominate-display-spending-in-2018-238081)
- [ReCode - Advertisers will spend $40 billion more on internet ads than on TV ads this year](https://www.recode.net/2018/3/26/17163852/online-internet-advertisers-outspend-tv-ads-advertisers-social-video-mobile-40-billion-2018)
- [AdWeek - New Study Highlights How Much People Dislike Digital Ads](https://www.adweek.com/digital/new-study-highlights-how-much-people-dislike-digital-ads)
- [Wallstreet Journal - Are Consumers ‘Adlergic’? A Look at Ad-Blocking Habits](https://deloitte.wsj.com/cmo/2018/04/03/are-consumers-adlergic-a-look-at-ad-blocking-habits)
- [The Week - The enormous influence of online reviews](https://theweek.com/articles/770712/enormous-influence-online-reviews)
- [The Simple Dollar - Effective Frequency: Why Ads Might Impact You More Than You Think](https://www.thesimpledollar.com/effective-frequency-why-ads-might-impact-you-more-than-you-think)
- [CNBC - One-quarter of Netflix subscribers may drop streaming video service if it runs ads](https://www.cnbc.com/2018/09/14/about-one-quarter-of-netflix-subscribers-would-jump-if-it-runs-ads.html)
- [AdWeek - Why Every Brand Should Be Watching the Emerging Beauty Industry](https://www.adweek.com/brand-marketing/why-every-brand-should-be-watching-the-emerging-beauty-industry)
- [The Guardian - Social media ad spend to overtake TV's in spite of Facebook woes](https://www.theguardian.com/media/2018/apr/02/social-media-ad-spend-to-overtake-tvs-in-spite-of-facebook-woes)
- [Ipsos - Advertising execs rank below politicians as Britain’s least-trusted profession](https://www.ipsos.com/ipsos-mori/en-uk/advertising-execs-rank-below-politicians-britains-least-trusted-profession)
- [PR Week](https://www.prweek.com/article/1494047/influencers-arent-effective-product-marketing-edelmans-head-influencer)
- [Forbes - How Brands Should Be Working To Fix The Consumer Trust Crisis](https://www.forbes.com/sites/jaysondemers/2018/05/09/how-brands-should-be-working-to-fix-the-consumer-trust-crisis/#2e2c17fd554c)
- [Forbes - Reset The Rules Of Retargeting](https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/22/reset-the-rules-of-retargeting/#a8c5239299ce)
- [INC. - 84 Percent of People Trust Online Reviews As Much As Friends. Here's How to Manage What They See](https://www.inc.com/craig-bloem/84-percent-of-people-trust-online-reviews-as-much-.html)
- [Forbes - This Is Why You Should Not Trust Online Reviews](https://www.forbes.com/sites/christopherelliott/2018/11/21/why-you-should-not-trust-online-reviews/#7b56e06b2218)
- [Forbes - Here's How Your Brand Can Make The Most Of User-Generated Content](https://www.forbes.com/sites/forbescommunicationscouncil/2018/10/31/heres-how-your-brand-can-make-the-most-of-user-generated-content/#7fafa3f67668)

Trustworthiness in advertising: What consumers have to say

Trustpilot Christmas and Holiday survey 2018

And while the hustle and bustle of Christmas is hardly new, this season promises to be especially active, with over $700 billion in expected retail spending. Additionally, holiday trips are growing ever more popular, with end-of-year travel increasing for the last nine years in a row. Throw in billions more spent on food and beverages, and the scale of the Christmas-industrial complex becomes staggering. 

For this project, we sought to explore some of the industries and spending activities that define the Christmas season in both the U.S. and the U.K. __Combining an original survey of 2,300 individuals with information from an array of other sources, our findings present compelling insights into consumers’ holiday behaviors__. From buying Christmas trees online to travel and gifting tendencies, our research explores the most intriguing subjects of the season. To learn more about the hard data behind Christmas, keep reading.

### Sourcing Christmas Trees by State

Trustpilot-Christmas-survey-asset01A

Before they reach Americans’ living rooms, where do Christmas trees grow? __In 2017, 6,446,506 began their lives in Oregon – the greatest tree production total of any single state__. In 2018, a special Sweet Home fir journeyed east from Oregon to serve as the U.S. Capitol Christmas tree. The White House, conversely, picked a specimen raised in another tree production powerhouse, North Carolina. Michigan and Pennsylvania also had robust Christmas tree industries, yielding over a million trees apiece in 2017.

__One reason Oregon surpasses other states in Christmas tree production is obvious: It devotes more land to the enterprise__. Indeed, some farming operations in the state are massive, with millions of trees in various stages of growth at any given time. Michigan also devoted over 140,000 acres to Christmas tree farming in 2017, and Pennsylvania, North Carolina, and Wisconsin each had over 100,000 acres dedicated to the crop. While these acreage totals may seem massive, experts note that many farms in these states have actually downsized in recent years. As demand declined during the Great Recession, many farms scaled back their planting operations – leading to a Christmas tree shortage today. 

Oregon also led all other states in growing efficiency, but others made the most of their relatively limited acreage. __Hawaii, where agricultural programs have sought to encourage a fledgling Christmas tree industry, ranked second with 102 trees per acre on average__. Tennessee growers were similarly efficient: The state ranked fifth overall in trees per acre. Conversely, some big producers distributed their trees more sparsely across available land: Michigan averaged just 41 trees per acre despite ranking third in total production in 2017.

### A Growing Business

Trustpilot-Christmas-survey-asset01B

The Christmas tree industry has a problem on its hands: Since 2010, sales of artificial trees have grown steadily, while true tree sales have been largely flat. And while fake firs have historically cost more than the real thing, they can be re-used on an annual basis – leading some experts to say they may actually be better for the environment in the long run. Indeed, in terms of actual dollar revenues, __artificial Christmas trees yielded more money in sales than real ones in 2017__. The only other time this occurred was in 2013 when real and artificial options generated similar sales figures.




Trustpilot-Christmas-survey-asset01C

Turning to Christmas tree figures from the United Kingdom, __we saw a slight dip in sales and price from 2012 to 2013. In 2016, however, a massive spike in prices and sales occurred__. One explanation for this trend could be the Brexit fallout: After 2016’s vote to leave the European Union, the pound plunged. As a result, the cost of Christmas trees imported from Europe spiked, and the demand for homegrown trees increased. That doesn’t mean imports have vanished entirely, however. The British bought £3 million worth of foreign-grown trees in 2017, many of them passed off as domestic products.


### Sought-After Species


Trustpilot-Christmas-survey-asset01D

For Christmas tree connoisseurs, not all evergreens are created equal. __In the U.K., the overwhelming species of choice was the bushy Norway spruce__, a British Christmas staple since the Victorian era. Americans seemed to prefer the Douglas fir, which can near 300 feet tall in some instances, and the balsam fir above all others. Still, a sizeable contingent of U.S. respondents preferred the soft needles of the white pine as well. The distinctive features of each species may be changing somewhat in the coming years, however: Genetic engineers are crossbreeding species to produce desirable traits, such as strong needle retention to keep flecks of green off the floor.


### Christmas Trees a Click Away?


Trustpilot-Christmas-survey-asset02

For many, the process of selecting a tree is an essential Christmas tradition. Yet, Amazon made a splash when it announced it would ship Christmas trees directly to customers’ doorsteps in 2018, eliminating the hassle of strapping one to the roof of your car. __Among our U.S. respondents, nearly 70 percent said they’d seriously consider this online tree shopping option__. U.K. residents, however, were somewhat more skeptical.

__U.S. respondents were particularly willing to trust Amazon to deliver their trees, with nearly 9 in 10 saying they’d consider buying one from the mega-retailer__. U.K. residents were most likely to entrust Tesco with this mission, despite the brand’s recent reputational issues. In some cases, our data revealed substantial differences in brand perception on either side of the Atlantic Ocean: While 72 percent of Americans would consider buying a tree from Walmart online, just 13 percent of U.K. residents would do the same.

__Among respondents in the U.S. and the U.K., convenience was the top reason for considering the digital purchase of a Christmas tree__. A possible price advantage was also a leading factor, especially for those in the U.K. Conversely, those who resisted buying online often cited reasons related to the Christmas spirit, such as a sense of holiday tradition associated with buying a tree in person. Logistical concerns were also common, with 55 percent of Americans and 38 percent of British individuals fearing their trees might get damaged during the delivery process. Amazon has said its trees will arrive in a typical cardboard box, but they won’t be noticeably damaged in transit. 


### Trending Toys Cost Comparison


Trustpilot-Christmas-survey-asset03

Apologies, parents: Many of 2018’s hottest toys come with hefty price tags. In fact, __of the 25 items included in Amazon’s Hottest Holiday Toys list, nine had a median price of $100 or more__. In most cases, different digital retailers offered roughly similar prices, although there did seem to be some opportunities to steal a deal. At the time we collected our data, Amazon was offering the Ozobot Bit Coding Robot for $19 less than Walmart and Target, for instance. For those looking for old-school presents instead, Amazon and Walmart offered the best price on a Radio Flyer Wagon compared to Target and Kmart.


### Gift-Giving: Spending, Shopping Schedules, and the Regifting Debate


Trustpilot-Christmas-survey-asset04

In the U.S. and U.K. alike, __women tended to give more gifts than their male counterparts – and spend more money accordingly__. That finding was consistent with 2017 spending, in which women vastly outspent men on presents for others. This disparity in generosity seems even more glaring given the pay gap between men and women in both countries: Despite earning less on average, female respondents shelled out more during the Christmas season. However, this trend may be shifting. Men typically anticipated spending more this year than in 2017, whereas female respondents planned to spend less on average. 

Cutting it close on gift deadlines can cause serious anxiety, and only a tiny fraction of respondents dared to buy their presents on the holiday itself. In fact, an early bird strategy proved far more common, __with more than half of women and 41 percent of men saying they purchased their presents over a month in advance__. Of course, that approach eliminates the chance to save money through regifting, a tactic most respondents said they wouldn’t even consider. Still, more than 3 in 10 American women said they’d weigh that option, and in the U.K., men were actually more likely to consider it.


### ’Tis the Season for Travel


Trustpilot-Christmas-survey-asset05

On average, __U.S. residents planned to spend 2.5 hours longer in transit this Christmas season compared to their U.K. counterparts__. These data likely relate to the size of each country: In terms of landmass, the U.K. is substantially smaller than many U.S. states. Despite traversing considerable distances, Americans are far more likely to drive than fly for Christmas. An estimated 97.4 million people hit the road in the final weeks of December 2017, compared to the 6.4 million who traveled by air instead.

Americans outside of the contiguous U.S. typically faced the longest journeys in terms of time spent traveling, with __people hailing from Alaska and Hawaii making 12-hour treks on average__. For travelers from this region visiting friends or relatives on the East Coast, even direct flights can mean 10 or more hours spent in the air. Conversely, for individuals in the Mid-Atlantic region, the median Christmas travel time was just six hours. In the Southwest, South, and Midwest regions, individuals spend relatively little time on the road as well.

Interestingly, travelers in some regions covered great distances despite spending relatively little time in transit. __For individuals from New England, the median distance traveled was 1,700 miles – 500 more than any other region__. In Alaska and Hawaii, the places with the longest trips on average, the median distance covered was just 1,000 miles. Perhaps our data suggest that travelers from some regions are likely to fly instead of drive, crossing long distances in less time. This is likely the case in the Southwest, which ranked second overall in miles traveled on average and second-to-last in time spent traveling.

__Whereas 14 percent of surveyed U.S. residents shared plans to travel by plane for the Christmas season, just 7 percent of U.K. residents said the same__. After all, America benefits from the greatest number of operating airlines of any nation in the world, making air travel widely accessible (if not cheap). While U.S. residents were more likely to plan to travel with family by plane, individuals in the U.K. were more inclined to fly with their significant others. In both nations, over a quarter of respondents planned to travel solo to reach their destinations.


### Christmas Hunger


Trustpilot-Christmas-survey-asset06

__On both sides of the Atlantic, roasted turkey was the top-rated Christmas meal__ – although a bird big enough to feed eight came at a considerably higher cost in the U.K. Some experts attribute rising turkey prices to the Brexit fallout, but vegetable costs have surged as well in the wake of extreme weather. Additionally, some items were particularly beloved in one country but nowhere on the other nation’s holiday favorites list. Such dishes included pigs in a blanket, which Americans may regard as a cocktail party fare, but British respondents considered it a Christmas dinner staple. And while Americans enjoyed pumpkin or pecan pies, U.K. residents were more likely to savor pies of the minced variety.

On average, __Americans planned to spend roughly $35 more on their holiday meals than their U.K. counterparts__. This cost differential could simply reflect each country’s portion expectations: Americans are accustomed to notoriously large meals, which can cost a pretty penny to prepare at home. But if Brits plan to spend just $65.50 this year, they might be surprised by the prices they actually encounter in their supermarket aisles. According to economic experts, extreme weather in 2018 sent the cost of potatoes soaring by 186 percent over 2017 rates, while carrots, parsnips, and Brussels sprouts prices rose approximately 50 percent each. 

### To sum up

Our findings suggest the Christmas season is as busy as ever: In terms of spending, travel, and eating well, the final weeks of 2018 are unlikely to be marked by restraint in the U.S. or the U.K. Indeed, new technology seems to further these traditions, bringing a digital spin to the industries that thrive in these jolly times. __As we rush to share gifts and dig into our Christmas dinners, however, it’s worth pausing to consider just what makes this season so joyous__. While we may not all spend equally, observe the same holidays, or buy the same kinds of trees, everyone can appreciate the chance to spend time with the people they love. In 2018, that’s something we can all celebrate, and it comes at no cost at all. 

If you own a business, you need to understand your customers’ sentiments – especially during Christmas, when emotions can run high. __Trustpilot can help you serve your customers better, meaning they stay jolly year-round__. Our platform empowers businesses to analyze consumer reviews and take meaningful action so that you can stay ahead of major challenges. To find out how we can help you better serve your audience, [learn more about our services today](https://business.trustpilot.com/plans?cta=plans-page_blog).

sirkin research

### Methodology

This campaign surveyed 1,387 adult Americans and 1,000 U.K. residents. Respondents answered a series of questions on a survey built via SurveyMonkey and administered via Amazon’s Mechanical Turk service in the U.S. and the Prolific platform in the U.K. The survey was based on self-reported data, which can be limited by several extraneous factors, such as incorrect or incomplete recollections, minimizing, response bias, or other demand characteristics. To gather background data, we consulted a wide range of e-commerce sites and research organizations, all of which are sourced on the individual data graphics.

### Sources

https://nrf.com/media-center/press-releases/nrf-forecasts-holiday-sales-will-increase-between-43-and-48-percent
https://www.usatoday.com/story/travel/2017/12/14/aaa-projects-record-107-million-travelers-year-end-holidays/948656001/
https://www.investopedia.com/financial-edge/1112/average-cost-of-an-american-Christmas.aspx
https://patch.com/oregon/portland/us-capitol-Christmas-tree-begins-its-journey-oregon-dc
https://myfox8.com/2018/09/25/2018-white-house-Christmas-tree-coming-from-nc/
https://www.oregonlive.com/business/index.ssf/2017/11/behind_the_scenes_at_an_oregon.html
https://www.theatlantic.com/business/archive/2017/12/Christmas-trees-more-expensive-shortage/548153/
https://www.hawaiitribune-herald.com/2018/10/28/hawaii-news/Christmas-tree-project-branching-out/
http://www.latimes.com/science/sciencenow/la-sci-sn-real-or-artificial-Christmas-trees-environmental-impact-20171214-story.html
https://www.bbc.com/news/business-36956418
https://www.bbc.com/news/uk-wales-south-west-wales-37772190
https://www.countryliving.com/uk/homes-interiors/gardens/a23702221/where-to-buy-british-Christmas-trees/
https://www.telegraph.co.uk/gardening/how-to-grow/what-is-the-best-real-Christmas-tree/
https://www.britannica.com/plant/Douglas-fir
https://www.thespruce.com/best-Christmas-trees-you-can-buy-1976378
https://motherboard.vice.com/en_us/article/d3x3wz/Christmas-trees-that-dont-shed-their-needles-gmo-science
https://www.realsimple.com/holidays-entertaining/holidays/Christmas/amazon-Christmas-tree-delivery
https://www.marketingweek.com/2018/06/08/tesco-trust-brands/
https://apnews.com/5f6506372f364a24b8894cf902eee601
https://www.businessinsider.com/countries-with-the-gender-pay-gap-2018-8#6-the-united-states-182-tie-6
https://www.dailymail.co.uk/travel/travel_news/article-4857126/The-11-U-S-states-bigger-UK.html
https://www.cnn.com/2017/12/23/us/holiday-travel-forecast-2017/index.html
https://www.forbes.com/sites/grantmartin/2018/09/16/hawaiian-airlines-to-launch-boston-service-with-the-longest-domestic-nonstop-flight-in-u-s-history/#251ba7c1578f
https://www.travelandleisure.com/airlines-airports/most-connected-countries#chicago-ohare-airport-united-states
https://www.theguardian.com/environment/2018/oct/12/brexit-blamed-for-expected-price-rise-Christmas-turkeys-pound-farmers-eu-workers
https://www.bbc.com/news/business-45317023
https://metro.co.uk/2018/09/26/forget-pigs-in-blankets-pigs-in-duvets-are-coming-7980557/
https://www.vox.com/2016/8/31/12368246/obesity-america-2018-charts
https://www.express.co.uk/news/uk/1034949/food-prices-beast-from-the-east-Christmas-dinner-potato-carrot-parsnip-turkey-price-rise


### Fair Use Statement

__In the Christmas spirit, we hope you’ll share the gift of this content with your friends and loved ones. We do have a couple of requests in that regard: First, please only use our images and information for noncommercial purposes. Second, include a link back to this page when you share our work so that others can explore the full project. Merry Christmas!__


The 2018 Trustpilot Christmas survey

Add to it unofficial “holidays” like Black Friday and Cyber Monday, and the festive period ends up being a crucial revenue driver for the vast majority of consumer businesses.

With such a major opportunity, competition increases dramatically. Not every retailer reaps the benefits, and those who commit to their consumers are bound to see better returns. It’s here where reputation, reviews, and expectations matter most.

In this research report, Trustpilot compiled original data from consumer surveys, keyword analysis of consumer reviews, and looked at past consumer trends from 2015 and 2016 to understand overall consumer behaviour during the Christmas season. We’ll provide an overview of our findings and show retailers and eCommerce owners and managers how they can succeed this upcoming Christmas shopping season by anticipating, adapting to, and meeting consumer expectations.

## Executive Summary

### Consumer Spending During the Christmas Season

The Adobe Digital Index tracked US consumer spending throughout November and December 2016 and found that:

1. $91,700,000,000 - The total amount spent during November and December 2016, an 11% increase from the same two-month period in 2015.

- Over $3B, daily, was spent in 3 out of the 61 days (Black Friday, Cyber Monday, and Thanksgiving.)
- Over $1B, daily, was spent in 57 out of the 61 days.

2. 40% of retailers experienced a 48% average revenue growth during Black Friday and Cyber Monday, and 60% of retailers experienced an 8% decline in
average revenue growth.

### Consumer Review Activity During the 2015 and 2016 Christmas Season

1. Oct 2016, 435,000 - In November 2015, the number of searches performed on Trustpilot sites spiked from 350,000 to 460,000, a 31% increase.

2. Nov 2016, 480,000 - In November 2016, the number had spiked once again to 480,000.

3. Reviews in Dec 2015, 690,000 - Reviews in Dec 2016, 900,000:
Globally, over 690,000 reviews were left in December 2015, and 900,000
reviews were left in December 2016, a 30% increase. 

### Negative and Positive Review Breakdown

In 2015, negative reviews increased throughout the Christmas season, peaking at over 12% of all reviews during December 2015, a 20% increase from the beginning of November.

We observed the same pattern in November and December 2016. But negative reviews, overall, made up a larger percentage of total reviews in total, starting at nearly 10% and peaking at 12.4% in mid-December.

### Review Keyword Analysis

We analysed over one million 1- and 5-star reviews in eCommerce categories from October 2016 to March 2017 to conclude whether there were commonalities in what drove positive and negative reviews. Across the 2016 months:


### Consumer Survey Results

We ran two surveys on the Trustpilot website during two 15-day periods from August 1 to September 1, 2017, capturing over 13,000 responses. Here are the results of the surveys.


## Consumer trends and behaviours 2015–2016

In 2015, consumers spent $83B online during the festive period, up 12.7% from the previous year. In 2016, that number increased to $91.7B, an
11% increase. On Thanksgiving, Black Friday, and Cyber Monday 2016, consumer spending online peaked at over $3B per day. Black Friday saw the highest increase (21.6%) in online sales from the previous year.

However, what’s most striking from the Adobe Digital Index report, which tracks these numbers, is that only 40% of retailers experienced a 48% higher
average growth during Black Friday and Cyber Monday, an above average rate. The remaining 60% actually saw an 8% decline in revenue growth. This means Black Friday and Cyber Monday aren't guaranteed to generate increased revenue. The environment is still competitive, and if companies don’t have a solid strategy to reach consumers and convert them, they won’t reap any benefits from this peak shopping season.

In 2016, over $4.6T of sales were abandoned in online shopping carts, and the Baynard Institute reports that the global cart abandonment rate is 69%, attributing a complicated checkout process, additional shipping costs, and lack of trust as major reasons for abandoning carts. While traffic, demand, and consumer activity is at its all-time high during the festive shopping season, conversions and an increase in revenue are not guaranteed.

### The 2016 Christmas shopping season by the numbers

- Over $91.7B was spent online during November and December 2016 in the US.
- Thanksgiving, Black Friday, and Cyber Monday exceeded $3B in sales.
- 40% of US retailers experienced above-average growth during Cyber Monday and Black Friday. The rest experienced a decline.
- Sales for Thanksgiving, Black Friday, and Cyber Monday were about 3x the daily average.
- Over $4.6T of sales were abandoned in online shopping carts and the Baynard Institute reports that the global cart abandonment rate is 69%.

## Consumer review activity on Trustpilot

To understand how businesses can capture a larger and more relevant audience in order to convert them into consumers, they first need to understand consumers as a whole. We took a look at some consumer trends over the past two years to see how reviews played a part in consumer behaviour throughout the festive shopping season.

### Reviews left on Trustpilot increased significantly in December 2015 and 2016

Globally, over 690,000 reviews were left in December 2015, up from 550,000 in November. The following month, 670,000 reviews were left, a 20,000 review drop. Later in 2016, over 820,000 reviews were left in November, and 900,000 reviews were left in December before dipping slightly the next month.

When looking at the rate of growth in reviews, November and December topped their years, achieving a growth rate of 11.9% and 25.6%, respectively, in 2015, and 7.2% and 9.8%, respectively, in 2016. 

When we look at the number of reviews across countries, we see the same results, with France, Netherlands, and Germany having 30% more reviews during the Christmas season in 2015 and 2016.

It’s clear that the festive months affect how many reviews are left. But are people looking for reviews more often during that time?

### The number of searches made on Trustpilot spikes in November 2015, trends high from August–November 2016

Globally, we can see that consumers looked for reviews on Trustpilot the most during November 2015, spiking significantly, before coming back down in December, when consumers may have already finished their Christmas shopping. However, in 2016, we see a significant increase in the number of searches from September through November, suggesting that consumers may have started their shopping, or at least their research, early.

November 2015’s growth and subsequent decline dramatically showcases how reviews proved to be extremely important for Trustpilot’s global audience in anticipation of the festive season. November 2016 is also the month with the
most searches for 2016. Looking at the rate of growth in searches on a global level, a clear pattern emerges.

### The retailer’s move 

It’s clear that review activity grows throughout the Christmas shopping season. Not only are consumers more likely to review companies, but they’re also much more likely to look for company reviews ahead of their shopping.
Here’s what retailers need to do:

- Revamp your review collection strategy: Whether it’s the Christmas season or not, companies should focus on collecting as many reviews as they can. A recent study found that the number of reviews a company has highly influences consumer opinions.
- Consider hosting reviews on your site and on third-party sites: As we’ll see later, reviews play a major role in consumers’ purchase decisions. Without reviews, companies will be overlooked.

## The prevalence of negative reviews during the Christmas season

We see that reviews play an important part during the Christmas shopping season, but how do reviews change during that time? We looked closer at the prevalence of negative reviews throughout this peak shopping season and beyond.





### The retailer’s move

Businesses are under closer scrutiny by consumers throughout the Christmas
season, which can have repercussions beyond November and December. Businesses that fail to meet expectations or just continue with a business as-usual strategy might find themselves inundated with much harsher reviews, affecting their reputation. To prepare, businesses should:

- Review their reviews: Businesses should understand what consumers are unhappy about ahead of the festive season and make a short-term investment towards improving those areas to appease a more critical audience.
- Ask for more reviews: Businesses might avoid collecting reviews in order to avoid negative reviews, but previous Trustpilot data has shown that proactively collecting reviews dramatically increases the ratio of positive to negative reviews.

## The consumer mindset: common words and phrases found in 1- and 5-star reviews

We analysed over one million English-language reviews on Trustpilot within relevant online retail categories from October 2016 to March 2017 to find commonly used words or phrases in the most positive and negative reviews. Here’s what we found.

### Most Common Words in 1-Star Reviews

For October and November, 1-star reviews focused on “Service”, but in December, “Order” jumped the ranks, appearing in over 33% of 1-star reviews, more than any other word throughout the previous months. “Ordered” took a close second with 29.20% of reviews, suggesting the state of an order carries much higher importance during December, when orders are expected to be delivered. 

It’s also important to note that “service” and “customer” both appeared quite commonly throughout the entire month, indicating that customer experience, or lack of one, often warrants a negative review.

### Most Common Words in 5-Star Reviews

Positive adjectives were found throughout the most commonly used
words in 5-star reviews but “service” and “delivery” were standouts, appearing most often throughout the festive shopping season. “Service” clearly stood out as the most important quality for 5-star reviews month after month, and by a considerable amount.

An interesting pattern between the most common words in 1- and 5-star reviews was the range of highest appearance rate. While the top five words among 1-star reviews all showed up in 23-33% of reviews, the top five words among 5-star reviews showed up in 13-28% of reviews, a much wider range. This shows that upset customers are likely to focus on the same thing, while
happy customers are likely to vary their reasoning as to why businesses garnered a 5-star review. 

### Most Common 2-Word Phrases in 1-Star Reviews

The most apparent finding was the extremely high appearance rate of “customer service” in 1-star reviews, having appeared in over 17% of reviews
and steadily increasing throughout December. What’s more telling was
that the next most common 2-word phrase was only present in around 5-6% of 1-star reviews. Other common 2-word phrases included “days later”, “next day”, “still waiting”, and “customer services”, a separate entry, further highlighting the importance of customer service and on-time delivery fulfillment.

### Most Common 2-Word Phrases in 5-Star Reviews

Among 5-star reviews, customer service showed up in a number of variations
such as “customer service”, “excellent service”, or “great service”. This also lent context to the common use of “service” in 1-star reviews. The other common 2-word phrases were all variations on quick delivery, further highlighting how much consumers valued speedy fulfillment. Also, nearly all of the two-word phrases increased in their rate of appearance from October to December, especially “quick delivery”.

To better understand consumers’ thoughts on specific shopping-related terms, we also analysed the use of various words and whether they differed during the Christmas season or not.

### “Delivery”

We know delivery is important throughout the festive period but comparing it to the following months also gives us a point of reference. The appearance rate of “delivery” in 1-star reviews rose from 17.03% in October, to 19.29% in December, a 13.27% increase, before dropping again to 17.25% in January.
“Delivery” appeared in 19.31% of 5-star reviews in October and increased to 21.58% in December, before falling back to 19.88% and lower after January.

### “Price”

Interestingly enough, “price” and its variations didn’t seem to appear much in consumer reviews. “Price” appeared most often in 1-star reviews during March 2017, and kept a 5% appearance rate in all months except December, when it fell below 5%. This indicates that price alone isn’t represented as part of a company’s reputation, even during the Christmas season.

However, among 5-star reviews, “price” was found much more often. In October
2016 and February 2017, “price” appeared in over 10% of reviews, but dipped below that during the festive season. Again, while good prices seem to
spur high reviews more than bad prices spur bad reviews, it doesn’t seem like shoppers focus on price when leaving reviews during the Christmas season.

### “Customer” and “Customer Service”

While “customer” and “customer service” showed up most often in reviews, we wanted to look at how often “customer” showed up as part of “customer service” and at the differences between 1- and 5-star reviews.

“Customer” showed up in around a quarter of 1-star reviews, peaking in
November and December. For 5-star reviews, however, they only showed up in around 6% of reviews, having the lowest appearance rate during the Christmas season. We also found that “customer service” made up nearly 70% of all mentions of “customer” in 1- and 5-star reviews during our analysis period. 

### “Shipping”

“Shipping” also showed some interesting trends. It only appeared in 3.88% of
1-star reviews during October, but then rose to a 5.36% appearance rate in December, a 38% increase, before falling to 4.17% in January. For 5-star reviews, “shipping” showed up in 2.89% of reviews in December, just slightly above its 2.6% appearance rate in October.

### The retailer’s move 

Customer service and quick delivery fulfillment are extremely important and major drivers of both 1- and 5-star reviews and continue to increase in
importance as the Christmas season continues. Pricing, on the other hand, doesn’t seem to be a consideration when consumers are leaving reviews. However, as we’ll see, it doesn’t mean it isn’t a factor prior to purchase.

- Invest in customer service and fulfillment: Even if it’s a short-term investment, having additional staff, resources, andcontingency to ensure customers are tended to and are receiving the right packages quickly, can prove beneficial to your reputation.
- Know that sales and customer service are two different departments: Retailers often staff up in their sales department but without the proper
training or additional customer service staff, your consumers (and subsequent reviews) may suffer.

## What we learned from 2016

From our previous data, it’s clear that consumers do care about reviews coming into the Christmas shopping season. Not only are they leaving more reviews, but they’re also looking for more reviews in general. It’s a symbiotic relationship between reviewers and those who look for reviews.

When considering what makes consumers happy (or unhappy), there are two clear standouts—customer service and delivery. Poor customer service and slow delivery were common subjects among negative reviews and great customer service and speedy delivery were common subjects among positive reviews. Coupled with the fact that negative reviews tend to rise during the festive season, retailers should invest in these departments or risk a reputation hit, which can affect revenue during the Christmas season and beyond.

In our next section, we summarise our findings from consumer surveys that directly ask what consumers care about for this upcoming Christmas period.

## What consumers care about most for the upcoming Christmas shopping season

Overwhelmingly, the majority chose pricing. However, given the fact that there was a lack of compelling review data regarding pricing, it suggests that it is incredibly important for consumers prior to making a decision but it isn’t weighed into how consumers perceive companies post-purchase.

Customer service came in second and shipping was close by. This aligns with
the consumer review data we observed from the past Christmas season where customer experience and quick delivery (or lack of) was worth high or low praise.

Low priority was placed on product availability and return policy. This is surprising as companies tend to promote their free and easy return policies.

Surprisingly, review sites were most likely to be used over price comparison
tools or sites, despite pricing being most important to consumers ahead of the Christmas season. Still, price comparison tools and sites took a close second place. What’s more telling is the fact that reviews on a business’s website are more important than the advice of family or friends.

This suggests that consumers trust online communities more than family or
friends when it comes to their Christmas shopping decisions, making online
word-of-mouth more important than ever before. However, how that word-of-mouth is distributed makes a difference as few consumers were willing to consult social media platforms before making a purchase decision.

### The retailer’s move 

Our surveys offered a direct look at consumer priorities for the upcoming Christmas shopping season with important distinctions. Though consumers said pricing was one of the most important considerations heading into the Christmas shopping season, they were more likely to favor review sites over price comparison tools to assist them with purchase decisions.

The fact that reviews, both on third-party sites and on business sites will be used more than the advice of family and friends presents an interesting opportunity for retailers.

- Optimise your pricing strategy ahead of the Christmas season: Consumers have made it clear how much they value pricing so retailers should continue to make it a key marketing component. However, it's not their only consideration.
- Own and manage your reputation: Whether or not retailers are asking for reviews, reviews will be written and read. Retailers should employ a reputation management strategy to ensure potential consumers are finding accurate representations of their companies.

## Why retailers should leverage reviews ahead of the Christmas shopping season

Consumers behave a little differently when Christmas rolls around, rightly so. Consumers all over the globe look for and leave reviews more often in October, November, and December. They’re also much more critical in how they view companies, as we observed negative reviews picking up in November and December.

Consumers are quick to criticise companies most often because of poor delivery or lack of customer service. On the other hand, consumers seem to praise companies most often because of speedy delivery and excellent customer service. It’s unclear whether companies don’t improve their customer service to match increase in demand or if the Christmas shopping season increases customer service expectations. What is important, however, is that companies will feel the pain of negative reviews if they neglect investing in their customer service.

In advance of the festive season, consumers value price and customer service the most, ahead of shipping, product availability, and return policy. Given consumers' increased scrutiny, companies need to ensure they’re keeping customers happy and fulfilling orders quickly or risk having a bad review written.

Throughout the entire Christmas season, $91.7B was spent online in the US all while consumers consistently left and read reviews. Companies need to anticipate consumer needs, reduce shopping and checkout friction, and ensure their products or services are fulfilled as soon as possible.

In general, retailers should focus on their reputation management and review collection strategy. By focusing on these strategies ahead of the peak shopping season, they’re more likely to show up in a good light for consumers planning and researching their options ahead of November and December. Then, by investing in fulfillment and customer service departments, retailers will be rewarded with positive reviews, which will pay dividends throughout the following year as consumers continue to use reviews to make purchase decisions.

### Data Methodology

We analysed review activity from August 2015 to July 2017. For the purposes of this report, “review activity” refers to users leaving reviews and/or performing searches on any Trustpilot.com domains. We also collected the ratings of all reviews from November 1 to January 31, 2015 and November 1
to January 31, 2016 in order to calculate the percentage of negative reviews (defined as 1- and 2-star reviews) throughout that same time period. As part of our keyword analysis, we analysed over one million English language reviews across multiple countries and over 170 applicable categories. Our two surveys ran on all English language Trustpilot.com domains from August 1-15, and August 16-31, 2017, respectively.

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Consumer behavior and expectations: The 2017 Holiday shopping report

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Consumer behavior and expectations: The 2017 Holiday shopping report