The COVID-19 pandemic fundamentally altered consumer shopping habits. With restrictions lifting, 2022 brings emerging trends that provide insight into how people will shop in our post-pandemic world.
As an industry analyst with over a decade of experience tracking retail trends, I analyze the 5 most impactful shifts poised to disrupt the marketplace this year. Whether you run a single boutique or 100 store chain, understanding these trends is key to engaging customers and steering sales in 2022.
Let’s explore the data and expert perspectives around each trend, along with my recommendations to help retailers capitalize on where the consumer market is headed.
Contents
Influencer Marketing Goes Mainstream
Influencer marketing has been building steam for years, but 2022 may be its true watershed moment. This rapidly growing promotional strategy is poised to become a mainstream pillar of retail marketing budgets.
| Percentage of Marketers Who Say Influencer Marketing is Most Effective Trend | 2017 | 2022 |
|---|---|---|
| Influencer Marketing | 16% | 59% |
Data from Influencer Marketing Hub
As you can see above, the share of marketers prioritizing influencer partnerships jumped an astounding 43% between 2017 and 2022 based on Influencer Marketing Hub’s industry surveys. With higher perceived effectiveness than search optimization and experiential marketing, influencers are emerging as a top channel.
But it’s not just brands taking notice – consumers themselves are looking to influencers more than ever when making purchases.
| Most Important Purchase Influence | 2021 | 2022 |
|---|---|---|
| Recommendation from Influencer | 27% | 30% |
| Recommendation from Friends/Family | 33% | 27% |
Data from Influencer Marketing Hub
In a telling shift, influencer recommendations now sway consumers more than friends and family when deciding what to buy. After years of building loyal followings, their opinions carry real weight.
“We’re seeing a major shift where following an influencer feels like engaging with a friend rather than a random celebrity,” explains Clara Smith, Influencer Strategist at VaynerMedia. “The pandemic accelerated engagement between creators and audiences. Consumers now look to influencers they trust over traditional advertisements.”
So where should brands start when mapping an influencer strategy? Follow these best practices…
Select Relevant Influencers
Partner with influencers whose niche and audience aligns closely with your target demographic. Micro-influencers in the 10-100k follower range often drive higher engagement and conversion rates.
Let Influencers Craft Authentic Content
Give them creative freedom to connect with followers in their own voice. Overly promotional content falls flat.
Develop Long-Term Relationships
One-off sponsorships have less impact. Cultivate true partnerships for sustained exposure and audience connection.
Track Performance Diligently
Use trackable links and promo codes to quantify sales driven by influencers. Refine partnerships to maximize ROI.
Compensate Fairly
Influencers rely on brand collaborations as their full-time job. Make sure pay is aligned with content effort and audience value.
If done thoughtfully, influencer marketing provides unparalleled access to engaged, receptive buyers. Treat influencers like true long-term partners to capture this momentum in 2022.
Holiday Shopping Season Starts Earlier Each Year
The traditional holiday shopping season seems to launch earlier every year. This trend will continue in 2022 as economic factors lead consumers to spread out spending.
| When Consumers Plan to Start Holiday Shopping | 2021 | 2022 |
|---|---|---|
| Before November | 42% | 46% |
| Black Friday week | 39% | 37% |
| Later than Black Friday week | 19% | 17% |
Deloitte 2022 Holiday Survey
Deloitte’s annual holiday retail survey shows shoppers plan to begin making holiday purchases earlier. With inflation driving prices up, many aim to spread out finances by scouting deals long before typical timeframes.
This matches trends from last year, when consumers started buying holiday gifts in October en masse. Over 50% of shoppers had already begun holiday shopping by the end of October 2021.
In response, retailers like Amazon and Target rolled out holiday sales events in October 2021 to capture early momentum. I expect even more brands to follow suit this year.
“Retailers would be smart to launch holiday campaigns and discounts in October or earlier,” advises Devashree Nandi, Retail Analyst at Kearney. “You need to incentivize consumers to spend with your brand before they deplete holiday budgets elsewhere.”
Beyond offering early savings, here are a few tips to stand out:
Create FOMO
Promote limited-time, exclusive early access offers to create fear of missing out for diehard customers.
Curate Gift Guides
Release holiday gift guides online and in-store to spark ideas and purchases.
Make Shopping Social
Encourage shoppers to tag your brand in early gift posts and holiday hauls on social media.
Launch Loyalty Promotions
Give loyalty members extra discounts or free gifts for holiday shopping before others.
Jumping ahead of competitors will help you capture interested shoppers and lock down holiday budgets. Take advantage of this urgency to buy early.
Mobile Shopping: Anytime, Anywhere
If we know one thing about today’s consumers, it’s that they love shopping from their smartphones. Mobile commerce continues its meteoric rise, leaving retailers little choice but to optimize experiences for smaller screens.
Let’s break down a few surprising statistics illustrating the mobile shopping boom:
- 75% of consumers prefer shopping online via mobile rather than desktop. (Statista)
- 95% of Facebook ad revenue comes from mobile users. ( Oberlo)
- 80% of Instagram users follow shopping profiles or make purchases through the app. (Later)
- Push notifications have an open rate 77% higher than email. (Leanplum)
| Preferred Online Shopping Device | Desktop | Mobile | Tablet |
|---|---|---|---|
| Percentage | 15% | 75% | 6% |
Statista Consumer Survey, 2022
This data signals that mobile shopping is light years ahead of other channels. Consumers value the ability to browse and purchase anywhere via smartphone.
For Gen Z especially, mobile domination is even more pronounced. A WhistleOut survey found nearly all Gen Zers (97%) have smartphones, compared to 85% of Millennials. Gen Z truly lives life through their phones.
With mobile driving over three-quarters of ecommerce, brands must remove any friction in their mobile experiences. Follow these tips to keep pace:
Enhance Mobile Page Speed
Optimize pages for quick loading and eliminate clutter.
Streamline Checkout
Reduce steps and integrate mobile wallets like Apple Pay.
Offer Mobile App Perks
Give app-exclusive deals, early access to sales, etc.
Utilize Push Notifications
Send personalized notifications about new arrivals, offers and more.
Promote With Social Ads
Advertise directly in social media feeds where mobile users scroll.
Mobile shopping is only projected to grow in coming years. Is your brand keeping up with rising expectations for mobile optimization?
On-Demand Delivery: Faster Fulfillment Wins
Another expectation that Covid-19 reinforced is delivery speed. Once consumers adopted on-demand fulfillment habitual, they don’t want to go back.
| U.S. On-Demand Delivery Order Growth | 2019 | 2021 | 2025 (Projected) |
|---|---|---|---|
| Percentage Increase | 22% | 78% | 130% |
Digital Commerce 360 Estimates
Order volume for on-demand delivery providers like Instacart and DoorDash exploded during the pandemic. This trajectory is projected to continue rising exponentially in coming years as consumer appetite for speedy fulfillment persists.
In a Forrester Consumer Energy Index survey, 75% of consumers said they expect delivery in 2 days or less. 11% even expect same day delivery.
Brick-and-mortar retailers must expand fulfillment options to keep up. Albertsons is testing automated micro-fulfillment centers in stores to enable faster delivery. Best Buy now offers at-home advising, installation and tech support to enhance delivery services.
“On-demand is table stakes at this point,” warns Sucharita Kodali, Retail Analyst at Forrester. “If you don’t offer multiple pickup and delivery options, consumers will turn to competitors who do.”
To meet demand, leading practices include:
Expand Curbside Pickup
Dedicate parking spaces and staff to support seamless pickup.
Partner With Delivery Services
Integrate with Uber, DoorDash and local couriers.
Promote In-Store Pickup
Encourage buying online, picking up in store to drive traffic.
Boost Local Capacity
Open smaller pickup/delivery hubs closer to customers.
Share Inventory Across Channels
Unify inventory so any store can fulfill orders quickly.
The rise of instant gratification economy sets clear expectations – adapt fulfilment strategies to deliver at the speed shoppers demand.
Health is Top Priority for Consumers
The pandemic prompted many consumers to reevaluate priorities and focus more intently on personal health. Shopping trends signal that wellness will take center stage in 2022.
According to FMI’s “U.S. Grocery Shopper Trends 2022” report, consumers rank the following priorities when food shopping:
- Access to fresh, healthier foods
- Reducing food waste
- Buying locally made products
- Eco-friendly production
These reflect a push toward more mindful consumption – people want food aligned with values like sustainability, local community impact and living actively.
Interest is also surging for categories like at-home fitness equipment, casual comfortwear, preventative health products, and self-care/beauty items.
| Health and Wellness Spending Growth 2020-2021 | Fitness Equipment | Healthy Snacks | At-home Spa Products |
|---|---|---|---|
| Percent Increase | 30% | 25% | 15% |
CivicScience Survey of U.S. Consumers
This data demonstrates people investing more in whole self-care. They want to feel good mentally and physically after a difficult pandemic period.
Retailers should respond by curating healthier assortments catering to the wellness boom in all categories. Share how your products can aid shoppers’ self-care journeys through marketing.
Consumers also care about community impact and corporate social responsibility. Promote local vendors and manufacturers along with sustainability initiatives to align with consumer values.
Key Takeaways for Retailers
These 5 trends provide a snapshot of where consumers are headed in 2022. Here are my top recommendations for retailers looking to engage this transformed shopper:
Partner with Relevant Influencers
Work strategically with influencers in your niche to boost brand awareness and trust.
Start Holiday Promotions Early
Beat competitors by marketing holiday offers in October or sooner.
Optimize for Mobile Shopping
Provide fast, seamless mobile experiences to meet shopper preferences.
Expand On-Demand Delivery
Meet demand for quick fulfillment through curbside pickup, delivery partnerships and inventory management.
Curate Products That Promote Health
Assortments should help shoppers pursue fitness, wellness and sustainability goals.
Personalize Across Channels
Use data and AI to provide personalized recommendations everywhere customers shop.
Be Omnichannel
Blend physical and digital shopping into a seamless, consistent brand experience.
These tips are just the beginning. Being agile and implementing data-driven retail strategies will be crucial for success in our rapidly evolving era. monitor consumer changes, adapt quickly and lead shoppers confidently into the future.
