Dive Brief:
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Nearly half (46%) of this year’s holiday shopping, which includes browsing and buying, will take place online including by those heading to brick-and-mortar stores, up from 44% last year, according to a survey by the National Research Federation.
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Some 21.4% of those with smartphones in their pockets will be using them to actually buy items this year, the highest seen since NRF first asked in 2011. Almost half (46.5%) of those say they’ll take advantage of retailers’ buy online pick up in store or ship-to-store options.
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And close to half (46.7%) also said that free shipping deals will influence their decisions about where to shop, the survey found. More than half will also be shopping for themselves, spending some $131.59 on average, up from $126.37 last year. Spending on gifts will rise to an average $462.95, up from $458.75 last year, a survey high.
Dive Insight:
Mobile shopping looks to be more important than ever to consumers, who have a powerful tool in their pockets in the form of smartphones. They’re looking for deals on price and shipping, and their phones will help them find the retailers with the best options, this survey found.
“Despite the challenges that still exist in our economy, it looks as if consumers are eager to celebrate the holidays with friends and family this year,” NRF president-CEO Matthew Shay said in a statement. “We expect consumers will tackle their holiday shopping lists with a healthy dose of optimism, tempered by a hint of caution as they look for ways to find the perfect, practical gift.”
Consumers celebrating holidays this time of year will spend an average $805.65 on food items, decorations, gifts and more over the holiday season, the highest amount in the survey’s 14-year history and in line with last year’s $802.45, according to the NRF’s Holiday Consumer Spending Survey conducted by Prosper Insights and Analytics.
