August 21, 2025
Good CX Will Drive Profits During the 2025 Holiday Season
Retailers are already revving up for the Black Friday, Christmas to New Year’s sales and ever-extending holiday season. Their clever marketing and tempting offers are in place. But will they remember the need for good customer service in the push for sales?
Some exciting New research by UserTesting, a provider of human insights for retailers, shows that as the annual holiday season rolls back around, good customer service could encourage UK consumers to spend up to an additional £251 than they would have initially.
The survey of 1,000 UK consumers sees 81% planning to spend at least £100. Over half (51%) plan to spend at least £250 and over a quarter (26%) could spend over £400. But this could nearly double if they were to receive good customer service.
The Good and Bad of Holiday Season Sales
According to the research, long lines (61%), glitching websites or apps (43%) and inconsistent pricing (41%) are the most frustrating parts of the holiday shopping experience. Further, 46% of respondents said poor performing brands were slow to respond, action their problems (39%). Or , they didn’t listen to the customer / didn’t care (30%).
A third (34%) believe that, while the in-store customer experience has improved over the last six months, there is more retailers could do.
A hyper-personalised experience takes precedence for consumers as respondents suggested enhancements such as real-time stock visibility (58%), mobile checkout/skip-the-line options (55%), and personalised offers (44%) could make the in-store shopping experience more enjoyable.
Key to buyers, low prices prevail amidst the cost-of-living crisis. When asked what would encourage them to shop more with a specific brand or retailer, 81% said discounts could be a significant driver. And with holiday shopping starting in summer, businesses had better be on the ball.
Service With A Smile
When asked if they would spend more money in a store if they trusted they would receive good customer services from its representatives, 81% said they would, demonstrating that in our digital age ‘service with a smile’ is still fundamental to profits and performance.
How a brand handles issues was also incredibly important to consumers. Almost three in five (57%) commented that the speed with which the company dealt with the problem was a significant factor, followed by 48% who said they were given a refund and 47% felt their concerns were listened to. Conversely, 46% said poor performing brands were slow to respond, action their problems (39%), or didn’t listen to the customer / didn’t care (30%).
“Consumers want a seamless shopping experience and good service no matter the time of year, and this research clearly shows they not only value it, they’re willing to pay to get it,” said Jamie Anderson, President, UserTesting.
“Ahead of the busiest shopping season of the year, getting the customer experience right in-store and online is going to be the deciding factor whether consumers shop – and even spend more – with a retailer or not, so investing in improvements and insights now will pay dividends.” Anderson concluded.
With the popular gift idea lists already dropping, we’re thinking pickleball and retro media/video games, just remember the need for a good dose of customer service, whatever the medium.
