Convenience, not price, drives online holiday shoppingOnline shopping's primary appeal is its convenience - the ability to shop anytime during the day - according to 81 percent of nearly 1,000 respondents to the Nielsen Online Pre-Holiday Survey, which was fielded online, reports MarketingCharts. Saving time was the next most popular reason to shop online, with 77 percent of respondents saying so, followed by the ability to comparison-shop and find things easily - cited by 61 percent and 56 percent, respectively. Only a minority of respondents, 46 percent, listed low prices as a reason to shop online rather than in-store. Even fewer respondents, 24 percent, cited low shipping costs. "Coming into the holiday season, retailers are keenly focused on promotions, which certainly have the ability to move the needle in the short term," said Ken Cassar, vice-president, industry solutions analytics, Nielsen Online. "In the long run, however, convenience keeps people coming back to the internet during the holiday season. It's available whenever consumers are ready to shop, offers a wide selection, and obviates the need to fight the crowds at the mall." Online share of holiday budget Respondents said their 2007 online holiday spending would make up about the same share of their total holiday budgets as in 2006:
- 35 percent of respondents, the largest group, reported they will spend 25-50 percent of their holiday budget shopping online.
- 33 percent of respondents expect to spend less than 25 percent of their overall holiday budget online.
- Apparel, shoes, accessories
- Home electronics
- Gift cards
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