More consumers than ever before will shop this Holiday season online.
In 2018 the majority of Holiday shopping will be done online. This will be true if the growth rate of Holiday online shopping continues at the current rate. According to the new National Retail Federation Holiday consumer survey 46% plan to shop online this year.
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This is is up 2% from last year. Slower than expected, online shopping will take the majority of the sales volume during the crucial fourth quarter. This trend is one of the reasons Walmart announced recently major ecommerce investments over the next three years.
Retailers who cannot compete with Amazon and others online are in danger to go down in flames in the next years. The interesting thing is that consumers still like the physical store locations, but just to pick up their stuff the ordered online.
Of those who plan to shop online, 46.5% say they will use buy online pick up in store or ship-to-store options. This is why Amazon, who does not have physical stores, pushing ahead with Prime Now. The home service, which just expanded to San Francisco, delivers tens of Thousands of items in one hour.
“Prime Now is our fastest delivery option ever. With Prime Now, you can skip a trip to the store and get the items you need delivered right to your door in under an hour,” said Stephenie Landry, director of Amazon’s Prime Now service.
The smartphone becomes for more consumers the tool for shopping online. The survey found that 21.4 percent of smartphone owners will use their device to purchase holiday merchandise this year, the highest seen since NRF first asked in 2011.
In general retailers can expect a positive Holiday shopping season according the NRF survey. Average spending per person is $805.65, which is slightly higher than last yea ($802.45).
“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,” said NRF President and CEO Matthew Shay. “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.”
Holiday shopping has already begun for 40% of the consumers NRF surveyed. They begin their holiday shopping before Halloween. Another 41.5% say they begin their holiday shopping in November, and 18.7 will begin sometime in December.
For those who are already shopping holiday gifts, we already have released out Top 50 Holiday Tech Gift Guide 2015.
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