Deals Motivate First-Time Consumers to Buy Online

Brand loyalty isn’t what it used to be, so when U.S. consumers are ready to start online shopping during the holiday season, they are willing to try a new product if they can get it at a good deal, according to a 2018 study by Nielsen Digital Shopping Fundamentals. Free or reduced shipping will also persuade a new customer to try a product. Thanks to Amazon, shoppers have become accustomed to free or low shipping charges. More than 74 million people subscribe to Amazon Prime, which offers free two-day shipping on various items.

Once a company gets a consumer to make that initial purchase, 58 percent will make a repeat purchase. Shipping is important for 40 percent of repeat consumers. Having a good deal on a product drops from 36 percent for first-time consumers to 24 percent for repeat customers.