NRF Survey: ‘Tis the Season to Get Clicking

Natasha Sholl By Natasha Sholl | 20 Oct 2011

Online shoppers start early and will spend nearly 22% more than the average consumer this Christmas season, according to the National Retail Federation.

The trade group surveyed more that 8,500 US consumers earlier this month to find out how much they expect to spend this holiday season. The National Retail Federation’s 2011 Holiday Consumer Intentions and Actions Survey found that 46.7% of respondents say they’ll purchase holiday items online (up from 43.9% last year).

Interestingly, the consumers that included online shopping as their preferred choice will spend more than the average consumer. 36% of all holiday shopping tasks (including price-checking, research and buying products) will happen online this season.

A survey by by GfK Custom Research North America found that 39% of consumers plan to look to social networks and online discount operators such as Groupon and LivingSocial before purchasing.

Nearly 40% of the consumers surveyed by the NRF say they own a smartphone and more than half  (52.6%) say they will use it to help them shop this season. Only 10.5% of survey respondents say they own a tablet but 70.5% of those consumers say they plan to research products with it and 34.8% say they’ll make a purchase on it.

A recent Accenture study showed similar results in relation to phone and tablet usage. Both the Accenture and NRF study cite discounts as the most important factor for online shoppers.

The NRF survey shows online shoppers start their holiday shopping sooner than the average consumer with 21.1% of online shoppers saying they started their holiday shopping by the end of September compared to 18.6% of all respondents.

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