Consumers split on whether to find best deals online or in-store

Share this content:

Consumers are nearly evenly divided on whether to find the best deals online or at retail stores, according to research from StrategyOne, a consulting firm.

The third part of the firm's annual Holiday Shopping Index, released December 8, revealed that 52% of consumers believe the best deals can be found through Web-based purchases, while 48% said they can find the best deals in bricks-and-mortar stores.

StrategyOne also found that 59% of respondents prefer to shop in stores. The fact that stores are lengthening the holiday shopping season by offering earlier – and longer lasting – promotions may be influencing shoppers' behavior, the firm said.

“The 60-meter sprint from Black Friday to Christmas has become a two-month marathon,” said Bradley Honan, SVP of StrategyOne. “One of the questions we're going to be looking at is the number of people actually putting off their holiday shopping until after Christmas to hold out for those really deep discounts.”

Holiday spending numbers are up across the board this year, with consumers spending more than $17.5 billion, according to a December 8 report from market research firm comScore. It added that those numbers represent an 8% increase over last year's spending, and noted that free shipping is now a part of 51.4% of all online holiday purchases, compared to just 43.8% in 2009.

Yet shoppers are still eager for more deals. StrategyOne found that nearly seven in 10 (69%) are waiting for bigger discounts before they buy more gifts. Sixty percent said they have not seen enough deals so far this season, according to the firm.

“The fact that the public is so evenly divided means going head-to-head with online merchants on price is going to be tough,” said Honan. “A better option is to emphasize the holiday shopping experience that you're just not going to get in front of a computer screen.”


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above