Shoptalk Spring

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March 24-27, 2025 | Mandalay Bay, Las Vegas

Shoptalk is the ultimate gathering of retail, where 10,000+ retail decision-makers converge to discover the future of retail. Get ready for three action-packed days that will expand your horizons and catapult your business forward.

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Top Holiday 2024 Consumer Shopping Trends

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The 2024 holiday shopping landscape presents a complex picture of consumer behavior marked by notable contrasts across different shopper demographics. Despite economic uncertainties, holiday spending is reaching record levels, with consumers prioritizing family gifts while adapting their shopping strategies to navigate financial pressures.

We’ve scoured the top 2024 Holiday Shopping Surveys and predictions and summarized the research to help retailers gain insights into consumer spending, purchase intentions, and buying behaviors.

Economic Considerations and Budget Management

Many consumers will start holiday shopping earlier than usual to spread their budget, avoid crowds, and take advantage of early promotions. Despite this early start, many shoppers still expect to complete their purchases in December.

Consumer spending patterns reveal a significant divide between different groups. While some shoppers are reducing their holiday expenditures due to economic concerns, others are substantially increasing spending, reflecting growing economic disparities in the market. To prioritize their holiday budgets, many consumers make trade-offs by cutting back on other expenses like dining out and entertainment.

Free shipping and discounts remain the strongest motivators for purchases, while retailers’ reliability in meeting date-certain shipping promises continues to impact consumer loyalty significantly. Despite economic pressures, consumers can still be enticed to make impulse purchases with the right incentives.

Role of Digital Channels

Digital channels dominate holiday shopping, with most consumers discovering deals through online sources, social media, and e-commerce sites. Black Friday and Cyber Monday maintain their appeal, and home delivery remains the preferred fulfillment method for online purchases. Still, alternatives like in-store pickup are gaining popularity, especially among younger generations.

Generation Z has emerged as a particularly influential force in holiday shopping, demonstrating distinct preferences and behaviors. Their approach is predominantly digital-first, embracing self-checkout technology, mobile payments, and branded apps. This generation is heavily influenced by social media and digital content, with celebrity and influencer endorsements significantly impacting purchase decisions. They’re also unique in allocating more of their budget to self-gifting than other generations.

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Physical Stores and Technology Integration

Physical retail plays a vital role in holiday shopping, with frequent in-store shoppers typically spending more overall. Stores attract customers through holiday displays, seasonal atmosphere, and exclusive products. Retailers are responding by integrating more technology into their physical spaces, creating a hybrid shopping experience that combines traditional and digital elements.

Gender-Based Spending Patterns

Gender-based shopping patterns show interesting shifts, with male shoppers leading in spending, particularly in categories like footwear (for themselves), electronics, and video games. Men are also showing greater enthusiasm for holiday travel and tech-enhanced shopping experiences.

Popular Gift Choices

Key product categories driving holiday sales include toys and books, video games, electronics, and personal care items, with gift cards maintaining their position as the most requested item. However, there’s surprisingly low interest in AI-powered gadgets, though millennials show the most enthusiasm for these products.

Travel Trends

Travel remains a significant component of holiday plans, though there’s a trend toward staying with friends and family, especially among cost-conscious travelers and baby boomers. Those who travel during the holidays tend to be bigger spenders across all categories, including gifts and entertainment.

Multi-Channel Shopping Journey and Sustainability

The holiday shopping journey has become increasingly complex and multi-channeled. Consumers typically begin with in-store experiences and word-of-mouth for product discovery, then move to online channels for research and comparison shopping. Thus, brands and retailers must have superior technologies such as order management and inventory systems. Different generations show distinct preferences throughout this journey, with baby boomers favoring in-store shopping and prioritizing convenience. In contrast, younger generations embrace mobile apps and show more interest in sustainable shopping and experiential gifts. All consumer groups’ priorities have shifted notably toward sustainability, with many shoppers willing to choose slower delivery methods to reduce their carbon footprint. They prefer brands demonstrating environmental commitment, though price sensitivity remains critical in decision-making.

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Influence of Generative AI

Marketing strategies are evolving, with traditional promotional tools like email newsletters having less impact than direct discounts and shipping offers. Generative AI is emerging as a valuable tool in enhancing the shopping experience, particularly among younger generations who find AI-driven recommendations helpful for making purchase decisions.

Summary

For retailers and marketers, the 2024 holiday season presents opportunities and challenges. Success depends on offering value, personalization, and memorable experiences across physical and digital channels while remaining sensitive to economic pressures affecting many consumers. The emphasis on tech integration, the growing importance of omnichannel experiences, and the increasing influence of younger generations will likely continue shaping retail behavior and customer loyalty. For brands that can successfully balance innovation with tradition while meeting diverse consumer needs and master ecommerce order fulfillment, this holiday season promises to be successful despite economic uncertainties.

 

Written By:

Indy Pereira

Indy Pereira

Indy Pereira helps ecommerce brands optimize their shipping and fulfillment with Cahoot’s technology. With a background in both sales and people operations, she bridges customer needs with strategic solutions that drive growth. Indy works closely with merchants every day and brings real-world insight into what makes logistics efficient and scalable.

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NRF’25

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January 12-14, 2025 | NYC, NY

Retail’s rapid revolution is here! AI has exploded, social platforms are taking over search engines and Gen Alpha is poised to become the most powerful shoppers ever.

Meet these changes head-on at NRF 2025: Retail’s Big Show, where you can equip yourself with the knowledge and connections to change the rules of the retail game.

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Perplexity’s AI Commerce Experience Misses the Mark in Early Tests

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Perplexity, the AI-powered search engine backed by Jeff Bezos, Tobi Lütke, and other notable investors, has just launched a new feature called Buy with Pro. This AI-assisted shopping search engine will let US-based Perplexity Pro subscribers purchase products without leaving the AI search engine. Unlike traditional search engines such as Google, returning a list of ranked sources you must read through to get the answer to your query, Perplexity’s AI search instead reads those ranked sources and summarizes the answer.

 

The AI Commerce and Shopping Search Experience

The AI commerce experience aims to add a layer on top of AI search that helps users find products that meet their criteria using conversational messages instead of keywords you would type in Google. Users interact with Perplexity in natural language, asking questions and the “prompts,” and then Perplexity will understand that query and return search results, including product recommendations.  The new Buy with Pro button allows users to check out using one click on Perplexity’s website. In addition, they have a nice feature called Snap to Shop, which is essentially a visual search like Google Lens. You take a picture of an item, and Snap to Shop can find similar products.

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The Old vs. The New

With a traditional Google Shopping Search, the Shopper enters some keywords into a very old-school interface, which generates a list of product pages that take them to each retailer’s website. After browsing through the images, users must click on each product image that appeals to them and read product specs, read lots of reviews, and figure out whether it’s the right fit or at least a contender.

Whereas what Perplexity is trying to do is make things more intelligent for the Shopper by returning not just a list of product pages but a list of what they call product cards, which summarizes all the information for you with statements like “Buy this if you want a luxurious, oversized cashmere sweater that combines comfort with a timeless, stylish design.” Product cards include high-resolution photos, a summary of the reviews with sources, key features, etc. These are within the Perplexity conversation and in a straightforward format that the Shopper can digest.

Also helpful…users can ask follow-up questions and/or refine the results by updating the conversation, etc. For example, add guidelines such as color, flavor, size, or price.

 

Our Real Test for an Intended Product

We started our test with a very simple query: “Looking for a cashmere sweater for a party to go with brown pants.” The first results were all the women’s pants!! We didn’t ask for pants; we asked for a sweater to go with pants. And none of the results had the option to Buy with Pro, only to visit the merchant’s website.

We started a new interaction with the identical prompt. This time, we received brown sweater suggestions, which is closer (do people wear brown sweaters with brown pants? maybe…), but still all women’s styles, while our user profile is configured as a male. So we should be receiving suggestions for men’s sweaters. Again, there were no Buy with Pro options, but we did find a Buy with Shop Pay option this time. Clicking the button brings the user to the Seller’s Shopify store directly to the checkout page to complete the purchase outside the Perplexity environment.

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On the third attempt, we appended the word ‘mens’ to the end of the prompt. This time, the results were mostly what we would expect, besides disagreement about what color sweaters would go with brown pants, though there was still no Buy with Pro option.

 

Perplexity Missed the Mark

While this use case for GenAI seems to be a natural fit for GenAI technology, it’s missing the mark. Search results were poor in our tests, suggesting product-market fit might be a long way away. The current solution lacks enough data or the needed intelligence or context.

We’re optimistic about the future of this technology, but in our limited trial/quick test, we weren’t impressed. Generative AI should be able to understand our profile and what we’re looking for and return a men’s sweater and not pants.

 

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It Ain’t All Bad

While search results for the sweater didn’t deliver against expectations, the results did include some thoughtful suggestions about shades and tones to consider for different looks that the shopper might be interested in achieving, as well as tips for accessorizing the outfit:

So, there is promise, but is the product ready? We don’t think so. Again, it’s early, and this was our first couple of queries. But for paid Perplexity Pro users, that’s their first impression, and Shoppers will be disappointed, and Shoppers are very discerning.

 

Final Thoughts on Perplexity

Perplexity is still a young startup and may figure it out. But trying to compete with the OpenAI’s of the world and launching products prematurely may be a bad idea.

Whether expanding from the Shopify partnership to increase the scale of Buy with Pro or working on understanding the queries better and returning better results, the next move should be figuring out and bridging the gaps. In the era of AI, capturing interest and early users for only $20/month is the easy part. Keeping them, not so much. You can also listen to a recent Perpelixty AI Commerce Search podcast here .

 

Written By:

Indy Pereira

Indy Pereira

Indy Pereira helps ecommerce brands optimize their shipping and fulfillment with Cahoot’s technology. With a background in both sales and people operations, she bridges customer needs with strategic solutions that drive growth. Indy works closely with merchants every day and brings real-world insight into what makes logistics efficient and scalable.

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Trump’s 2nd Presidency: Pros and Cons for Supply Chain Professionals

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The impact of Trump’s next presidency on supply chain professionals appears to be mixed, with potential upsides for domestic transportation and third-party logistics providers but significant risks and challenges in the international supply chain and trade environment. The degree to which the pros outweigh the cons will depend on how the Trump administration’s policies unfold and how businesses can adapt.

Pros:

1. Support for American Manufacturing and Job Growth

Trump’s policies prioritize domestic manufacturing, focusing on stabilizing and expanding the American industrial base. His administration’s proposed tariffs on foreign goods (up to 60% tariff on Chinese imports, a 10-20% universal tariff on all imported goods regardless of origin, and up to 25% tariff on all imports from Mexico) could incentivize companies to shift manufacturing back to the U.S. or source more from domestic suppliers, (reshoring), reducing reliance on foreign suppliers. This could foster job creation and investment in U.S.-based factories, potentially benefiting sectors such as textiles, trucking, and chemicals.

 

2. Corporate Tax Stability & Benefits

The continuation of the 21% corporate tax rate, introduced during Trump’s previous term, could benefit retailers by keeping operating costs lower than they were pre-2017. Retailers may use the saved funds to reinvest in continued supply chain improvements, digital transformation, and workforce enhancements, potentially making them more resilient. If Trump’s promises come to fruition, companies manufacturing all their products in the USA could save an additional 5% on their income taxes.

 

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3. Foreign Security Policy

Potential resolution of conflicts in Ukraine and the Middle East could lower global energy costs. Increased defense spending in Europe could support logistics related to defense manufacturers.

 

4. Incentives for Energy and Manufacturing Industries

Pro-growth tax reform and potential energy-focused policies are anticipated to benefit industries reliant on domestic transportation and energy production, such as trucking and specialty manufacturing, aligning with supply chain needs. For example, increased domestic oil production could lower oil prices to $40-$50 per barrel, nearly half of what it is today, reducing transportation and heating costs.

 

Cons:

1. Rising Costs for Retailers and Consumers

The potential for increased tariffs on imports, ranging from 10-20% on all imports or up to 60% on goods from China, would significantly increase costs for retailers and consumers. Retailers will likely pass these costs on to consumers, increasing prices and potentially reducing consumer spending. Analysts estimate these tariffs could cost middle-income households an extra $1,700 annually. It could also create a potential strain on transatlantic trade if Europe retaliates with its trade measures.

 

2. Rising Inflation

The introduction of sweeping tariffs could exacerbate inflation and potentially reduce consumer spending power in an already soft market. Leaders in retail warn about increased costs across essential goods, putting pressure on consumer budgets. This may negatively impact sectors that rely on affordable imported materials, such as apparel and consumer goods.

 

3. Short-Term Increased Freight Rates and Port Congestion

Anticipation of new tariffs could lead to a short-term surge in U.S. import demand as companies rush to bring in goods before tariffs are implemented, causing a spike in freight rates and port congestion, not to mention port labor issues. During the 2018 tariff hikes, freight rates increased by 70% due to a similar rush (and COVID was worse). A repeat scenario could strain shipping resources and raise logistics and transportation costs, causing importers to fight for spaces on ocean vessels. The rise in COGS means reduced cash flow flexibility. Smaller importers may need to reassess their funding models and pricing strategies to adapt to a higher-cost environment, likely squeezing their profit margins and leading to inventory imbalances and disruptions.

 

4. Trade Tensions, Retaliatory Tariffs, and Short-Term Instability and Uncertainty

Aggressive trade policies, particularly with China and Mexico, could strain diplomatic and economic relationships, leading to retaliatory tariffs. Such trade tensions could complicate import-export operations and escalate costs for U.S. businesses reliant on global suppliers.

Reigniting a trade war with China, which would further disrupt supply chains and drive up inflation, is a genuine concern. Broad tariffs and stringent trade policies could strain relations with key trading partners, leading to retaliatory tariffs and disrupted trade flows. This could make it challenging for companies to maintain stable international sourcing channels.

Aggressive U.S. trade actions and shifting tax and trade policies may introduce economic uncertainty, market volatility, and business planning challenges, complicating long-term supply chain planning and potentially slowing down investments. Retailers and supply chain executives are concerned that unpredictable changes could disrupt strategic decision-making and provoke retaliatory measures from trading partners, leading to further market volatility and reduced export demand.

 

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5. Climate Change

Lack of support for global carbon emissions reduction agreements could hinder progress on climate change. Eliminating green energy subsidies could make the transition from gas/diesel engine vehicles less achievable. Delays in progress on climate change policies and commitments could negatively impact the transition to sustainable transportation modes like intermodal rail as well as other clean energy and sustainability initiatives.

 

Summary:

Pro-growth tax reform and potential energy-focused policies are anticipated to benefit industries reliant on domestic transportation and energy production, such as trucking and specialty manufacturing, aligning with supply chain needs. For example, increased domestic oil production could lower oil prices to $40-$50 per barrel, nearly half of what it is today, reducing transportation and heating costs.

The key theme is that the potential expansion of tariffs and trade barriers under a renewed Trump presidency is a significant threat to the retail and supply chain sectors. While some elements like the corporate tax rate and possible reshoring of domestic manufacturing may be favorable, the overriding concern is the negative impact of protectionist trade policies on costs, inflation, and the ability of businesses to source and distribute goods efficiently.

Retail and supply chain professionals should prepare for increased operational complexities and potential market volatility. For businesses reliant on foreign goods, adjusting to the changing landscape will require robust planning, diversified supply chains, and strategic inventory management.

 

Written By:

Indy Pereira

Indy Pereira

Indy Pereira helps ecommerce brands optimize their shipping and fulfillment with Cahoot’s technology. With a background in both sales and people operations, she bridges customer needs with strategic solutions that drive growth. Indy works closely with merchants every day and brings real-world insight into what makes logistics efficient and scalable.

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ProMat 2025

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March 17-20, 2025 | Chicago, IL

The future of the manufacturing and supply chain industry starts at ProMat, where the brightest minds in the industry come together. In an industry that’s constantly evolving, you have to stay ahead of the curve, which is why ProMat brings together all the products, services, and know-how you need to compete in the world we now live in.

With over 1,100 exhibits, 200 educational seminars and four exciting keynote speeches, ProMat has everything you need to make your operations more resilient, transparent and sustainable.

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Agentforce World Tour NYC

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May 21, 2025 | Javits Center | New York, NY

Explore 180+ expert-led sessions, demos, and hands-on trainings. Learn how to power personalized data-driven agents that take action and drive results 24/7 across financial services, retail, media, and more.

Experience the latest agent-first innovation for your business live in NYC. All in one day, all for free.

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SaaStock USA 2024

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May 13-15, 2024 | The Palmer Events Center, Austin TX

SaaStock is the world’s most impactful conference for the SaaS community. It brings together the highest concentration of SaaS decision makers, to build relationships and accelerate opportunities. From start to finish, SaaStock is all about facilitating human connections.

The agenda features some of the most exciting names in SaaS, sharing actionable insights that attendees can apply to their own SaaS journeys. Register for the event here.

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SaaStr Annual 2024

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Sep 10-12, 2024 | SF Bay Area

Pulse Commerce will see in the Bay Area for SaaStr Annual. 13,000+ SaaS executives, founders, and VCs will come together for SaaStr Annual 2024, the world’s largest SaaS community event on the planet.

Get ready for specific, SaaStr-style actionable advice and learnings to help grow your business from $0 to $100M ARR with less stress and more success. Register for the event here.

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Shoptalk 2024

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Mar 17-20, 2024 | Mandalay Bay, Las Vegas, NV

Join the industry’s elite at Shoptalk, the ultimate gathering of retail’s top 10,000+ executives. Held annually in Las Vegas, Shoptalk is an unprecedented gathering of individuals and companies reshaping how consumers discover, shop and buy.

The event provides a platform for large retailers and branded manufacturers, startups, tech companies, investors, media and analysts to learn, network, collaborate and evolve. Pulse Commerce hopes to see you there! You can register here.

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