Consumers are much more likely to connect with brands in the run up to peak trading, but to get an up-to-date snapshot of which channels are coming out on top, we recently surveyed over 2,000 UK shoppers to find out.

The results - now published in our new report, Make Golden Quarter 2024 shine - show that it’s a mixed bag, and varies from one demographic to the next, underscoring the importance of a multi-channel marketing strategy if you want to boost buyer intent. 

Websites are still king

From social feeds to subscriber emails, there are a growing number of ways for customers to learn about your business, however our findings show that websites remain the top destination. Over 30% of surveyed shoppers confirmed that they head straight to eCommerce or brochure sites to find out more about a brand, making them the most popular choice.

This means that even if you have a robust online following, it’s crucial that your store clearly communicates  all the right messages about your business, and provides enough persuasive information to convert researchers into shoppers.

Price matters

Just under a third of consumers are likely to discover brands via price comparison websites such as PriceRunner or Kelkoo, which can make it easier for budget-driven shoppers to find the best online deals. 

Although such sites aren’t a great fit for every retailer - which may be the case if you sell luxury or niche products - they can provide a fast and effective way to increase your brand reach. Shoppers using comparison sites also tend to be much further along in the purchasing journey, potentially leading to higher conversion rates for your store.

As seen on screen

Although it’s now regarded as a medium for older age groups, over a quarter of the shoppers we surveyed indicated that they find out about brands via TV. Despite the pull of today’s streaming services such as Netflix or Disney+, terrestrial television still attracts vast audiences, with millions of people tuning into their favourite channels each and every day. 

The downside is that TV advertising is very pricey, and out of budget for most independent retailers once production costs are factored in, however product placements, reviews or endorsements can be a more attainable way to get your goods on the screen.

From inbox to checkout

Email marketing is one of the most efficient and effective ways to reach out to shoppers, and with almost 1 in 5 indicating that they provide a great way to foster engagement, brands should be maximising the channel in the run up to Christmas.

As well as providing a direct line of communication with customers, well targeted campaigns can increase relevance, loyalty, and conversions, keeping your brand top-of-mind throughout the peak period when shoppers are looking to spend a little more than usual.

The rise of social

Social commerce is expanding at a faster pace than even the eCommerce industry, and is estimated to have generated over $571 billion in worldwide sales in 2023. Social media channels also provide a unique and real-time way to connect with customers, and although our survey showed that only 17% engage with brands through social media marketing, segmenting the results by age group paints a very different picture.

67% of 18-24 year olds confirmed that they engage with brands via social media campaigns and/or online influencers, compared to just 8% of those aged 55-64, highlighting that social marketing is crucial for any retailer looking to reach younger demographics. 

Dive deeper into the latest UK consumer findings and expert eCommerce advice in our new report - Make Golden Quarter 2024 shine. Click here to download your free copy today.