Online holiday shoppers to spend more robustly than in-store shoppers
October 17, 2017,
Port Washington, N.Y. – While consumers still plan to hit stores in big numbers for holiday shopping, online shoppers will be making a bigger spend.
According to new consumer research from NPD Group, online shoppers plan to spend 70% more than in-store shoppers. On average, U.S. consumers anticipate doing nearly 40% of their 2017 holiday shopping online, up from one-third just two years ago.
“Online is going to play an increasingly critical role in the 2017 holiday shopping season,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Retailers, big and small, recognize online retail’s importance and have been turning up the volume on their online strategy this year, which will only intensify during the holidays.”
- Nearly 75% of holiday consumers plan to do some of their holiday shopping online this year, with even higher likelihood among Millennials and Gen X.
- Top holiday shopping destinations include Amazon, Ebay, and Etsy, noted by 66% of consumers in the survey.
- Mass merchants/discount stores, and their websites, were the second most popular planned destination, followed by national chains, and department stores.
During the fourth quarter of 2016, consumer e-commerce purchase frequency increased 12% to an average of more than six online orders. At brick-and-mortar stores, consumers made an average of 18 purchases, a 4% decline from the prior year. Home improvement, beauty, apparel and technology were among the faster growing categories in terms of e-commerce purchase frequency.
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