Each year the National Retail Federation conducts a survey with U.S. consumer about their anticipated holiday shopping behavior. This year, the three most important statistics consumer product companies and retailers should pay attention to are: consumers increasing spending on themselves, more consumers shopping online and increased use of smartphones and tablets to assist with holiday shopping.
1. Consumers Plan to Spend More on Themselves
This year the National Retail Federation’s 2011 Holiday Consumer Intentions and Actions Survey indicates consumers will spend less on holiday gifts, but plan to spend more on themselves. Holiday shoppers plan to spend an average of $704.18 on holiday gifts and seasonal products, down slightly from last year’s $718.98.
However, the NRF is still forecasting an overall 2.8% growth in holiday sales. This increase is anticipated because shoppers are planning to spend an average of $130.43 during the holiday season to take advantage of discounts for themselves and other family members. This is up $112.20 from last year.
2. Almost 50% of Americans Expected to Shop Online
According to the survey, online retailers should be prepared for an increase in sales. Almost half of shoppers (46.7%) will buy online. That is up from 43.9% last year. Also, the average holiday shopper plans to conduct 36% of their shopping online, whether it is comparing prices, researching products or making a purchase.
Additionally, these online shoppers plan to spend 22% more than the average adult. Adults 25-34 are the most active age group of holiday online shoppers This group expects to conduct 43.7% of their holiday shopping online.
3. More Than 50% of Smartphone and Tablet Owners will Use Devises to Shop
This is the first year the NRF and BIGresearch have asked shoppers about their intended use of smartphones and tablets . The results are not surprising.
Half (52.6%) of those who own a smartphone said they will use their device to help with holiday shopping:
• 31.0% will research products and/or compare prices
• 14.1% will purchase products
• 17.3% will redeem coupons
• 15.6% will use apps to research or purchase items
• 25.1% will look up a retailer’s information such as store hours and location
Tablet owners are even more likely to use their device to aid in their holiday shopping:
• 70.5% will research and shop using their tablet
• 50.8% will research products and/or compare prices
• 34.8% will actually make a purchase with their device
• 21.5% will redeem coupons
• 33.8% will look up retailer information
• 21% will use apps to research items or purchase products
The NRF 2011 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 8,585 consumers and was conducted for NRF by BIGresearch October 4-11, 2011. The consumer poll has a margin of error of plus or minus 1.0 percent.
You simply place your order one of three ways - online at mygofer.com, using the mygofer mobile app or by calling an agent. Mygofer.com sends you a text message when your items are ready. You head to the location and they put the items in your car.
Mygofer.com offers more than 100,000 items, including everything from food to appliances, jewelry, bedding and clothing. But don’t get too excited. Sears just has one test location in Joliet, Ill as of right now.
Is this the next generation of shopping?
Possibly… especially for moms who dread taking kids to the grocery store. However, I’m one of those touch and feel kind of people. Even when it comes to the grocery store, I would prefer going into the location when it comes to selecting produce and meats.
The other issue is the location of MyGofer.com. If there is a close location, that is great. However, if the location required a 20-minute or more drive, it would be just as fast and easy to pop into the corner grocery store.
Today is the last day for most retailers/manufacturers to provide free shipping and delivery guaranteed by Christmas Eve. In fact, more than 700 retailers are participating and have coined the term “Free Shipping Day”. There is even a consumer web site devoted entirely to this event – www.freeshipping.com.
From the looks of my inbox (I have one email address devoted entirely to retail/manufacturers offers to stay on top of emarketing trends), retailers are pushing hard to get the message out.
Kodak: Last Minute Shopping? Gifts Delivered by 12/24
Express: Winter Sale 40% Off! + Free Shipping Today Only! + The More You Spend, The More You Save!
Ulta: Hurry Up! Only TWO Days Left to Ship Great HOLIDAY Gifts for FREE!
Pottery Barn: One Day Only! Free Shipping on all orders
It appears that retailers are on the right track. According to a survey released yesterday by the National Retail Federation, consumers had completed only 46.7% of their holiday shopping by the middle of last week. These numbers are slightly less than the 47.1% the National Retail Federation reported the same time last year.
Additionally, the same survey reported 35% of respondents would shop online. This data suggests that online shopping has the potential to peak today and even exceed Cyber Monday numbers.