As global uncertainties — inflation, labor shortages, and supply chain issues included — persist, retailers must reinvent their technology, processes, operations, and employee experience (EX) measures this holiday season. Forrester’s “The 2022 Holiday Planning Guide” outlines key insights to help retailers plan their marketing and fulfillment operations and deliver on consumer expectations. 

Additionally, Forrester’s“2022 Online Holiday Retail Sales Forecast, US” predicts that US consumers will spend one in four holiday retail dollars online. In 2021, almost half of US online adults bought more from online-only businesses (Amazon, Wayfair) than they did in 2020. Also, 40% said they bought more from online sites of retailers with stores. Therefore, it’s increasingly important that US retailers’ websites meet consumers’ expectations and demands.

US retailers and brands should review lessons learned from the 2021 pandemic-era holiday season to better gauge consumer needs as they start their 2022 end-of-year holiday marketing and fulfillment planning. 

Forrester advises that retailers focus on such key areas as:

  • Having accurate and valuable product information on websites. Customers are buying more than they ever have online, but many are still not confident making online purchases. Two-thirds of US online adults say it is important for companies to include product information from the retailer or manufacturer on their website.
  • Developing fulfillment operations to build customer delivery confidence. Seventy-four percent of US online adults believe it is important for retailers and brands to include estimated dates and times of arrival on their respective websites.   
  • Making help pages and chat easily accessible. Few customers have time to scour websites for customer service links ─ particularly during the holiday season. Before then, brands should make sure chat capabilities are up, running, and visible to customers — and are properly staffed.

To gain more insight on what to expect during the 2022 holiday season, visit Forrester’s holiday page here. 

To access this research or arrange an interview with a Forrester analyst, please contact press@forrester.com.