Many Holiday Shoppers Prefer In-Store Experience Over Online
Certainly, millions of Americans will do their holiday shopping online this year, with a National Retail Federation survey showing that more than 70 million office workers plan to shop online on “Cyber Monday.” Yet a significant number of shoppers still prefer what you might call “in line” shopping.
A study by Millward Brown indicates that half of Americans shop in traditional stores rather Internet stores because they want to touch and see items before buying them. Other findings of the study indicate:
• 49 percent like to shop in traditional stores because they pick up ideas while browsing.
• 42 percent enjoy the atmosphere of stores during the holidays.
• 22 percent believe actually stepping foot in a store adds value to a gift.
Millward Brown’s Ann Green said in a news release: “Bricks-and-mortar retailers enjoy advantages that are hard for online retailers to overcome. No description of cashmere can match the sensation of actually feeling it, and the inspiration people gain by shopping in physical stores cannot be ignored.”
According to a National Retail Federation survey, popular holiday shopping destinations this year include department stores (55 percent), grocery stores (47 percent), the Internet (44 percent) and clothing stores (34 percent). Up to 138 million Americans will head to stores during Black Friday weekend, the National Retail Federation predicts.
The National Retail Federation expects holiday sales to rise 2.3 percent to $447.1 billion this year, compared with 2009. The federation’s research shows that people who shop online will spend 25 percent more this year—over $850—than the average adult.
A report from comScore Inc. predicts online retail spending for this November and December will reach $32.4 billion, up 11 percent from 2009.
A cornucopia of surveys sheds light on how this holiday shopping season will shape up:
• On average, consumers will by holiday gifts for about 12 people, according to a survey by Yahoo Shopping.
• A National Retail Federation survey estimates U.S. consumers intend to spend an average of $689 per person on holiday-related shopping, up from last year’s $682.
• 83 percent of consumers expect to spend the same or less on holiday gifts compared with 2009, according to an Accenture survey.
• 90 percent of female consumers report making at least 75 percent of holiday shopping purchases, a PeriscopeIQ survey shows.
• Gift cards will remain the most requested holiday gift this year (57 percent), while clothing (48 percent) and books (47 percent) remain popular, according to a National Retail Federation survey.
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