Internet will influence 1 in 4 holiday buys: NRF study

Share this content:

From browsing to buying, the Internet will play a larger role than ever in holiday shopping this year, according to a new survey conducted for the National Retail Federation by BIGresearch.

According to the NRF 2006 Holiday Consumer Intentions and Actions Survey, shoppers, who are expected to spend $791.10 each this year on holiday merchandise, said they would use the Internet for an average of one-fourth (28.9 percent) of their shopping.

Though nearly half (47.1 percent) of consumers plan to make at least one holiday purchase online this year, up from 36.0 percent three years ago, many will also use the Internet to browse before heading to stores to buy. According to the survey, most consumers (88.7 percent) regularly or occasionally examine products on the Internet before buying in a store.

The survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey, which polled 7,623 consumers, was conducted for Washington based NRF by Worthington, OH-based BIGresearch LLC from Oct. 4-11.

When it comes to researching merchandise, electronics are the most popular searches, according to the survey. In fact, more than one-third of online shoppers (39.3 percent) said they have browsed for electronics online before buying in a store within the last 90 days.

Other popular merchandise that shoppers have recently studied online before buying in a store is apparel (20.0 percent), appliances (19.6 percent) and home improvement items (18.0 percent). Consumers also said they have researched medicines, vitamins and supplements (16.2 percent) and shoes (16.1 percent) online before purchasing in a store.

The survey also found that shoppers use a variety of Web sites to research and compare products. Many consumers said they begin their online research at (23.6 percent), though (7.2 percent), (5.5 percent) and eBay (3.7 percent) were other popular destinations for shoppers to begin searching for merchandise availability, prices and product specifics.

Similar online holiday buying trends were found by the Prospectiv Consumer Preference Index results released last week. Woburn, MA-based Prospectiv surveyed more than 1,000 U.S. consumers finding that 73 percent of consumers will rely on the Internet to research and compare prices and products - up from 71 percent in 2005.

In addition the survey found that coupons, online offers and special discounts targeted to individual consumer preferences would encourage more spending both online (14 percent) and in-store (16 percent).

Sixty-two percent of the consumers surveyed said they conducted the bulk of their shopping in December, while 47 percent begin holiday shopping two-to-three months before the Christmas holiday. Online shopping begins before in-store shopping among 44 percent of responding consumers.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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