Early holiday indicators demonstrate that marketing to the hyper-connected consumer is necessary. The bar is set high to deliver a compelling, contextual and consistent brand experience across all communication channels. Why is omni-channel marketing so critical this holiday season?

Compared to last year, 6 in 10 consumers report that they will shop only online this holiday season, two-thirds of consumers will shop both online and offline and only 34% will shop mostly in-stores reports Yahoo’s Holiday and Search Insights 2016 report. In all, 37% of consumers said they will shop more online this year than a year ago.

Key findings include:

Holiday shopping is an omni-channel experience

• 79% of consumers plan to purchase holiday gifts both in store and online

Shoppers are relying more and more on mobile as a “go-to” resource during the busy shopping season

• On Black Friday, share of searches on mobile devices increased from 26% year-over-year

While Black Friday and Cyber Monday are the busiest shopping days of the year, many will not shop on these designated shopping days

• 29% of holiday shoppers plan to stay away from shopping during Thanksgiving Week

As brands look to create multichannel promotions, it’s important to maintain their brand authenticity. Brands should stay true to the consumer experience across the multiple marketing channels as a key differentiate in the holiday fury.