Here in the Northeast, there’s a definite chill in the air this week, presumably boding well for thoughts of holiday shopping. So how are consumers thinking about spending this year? Our partner, BIGresearch, explored this topic with our parent, the NRF, in the October Consumer Intentions & Actions Survey. Herewith a few highlights for you (Shop.org Members can see results at the NRF site and as part of the 2010 eHoliday pre-holiday results):
- 92% of consumers surveyed indicate that they plan to celebrate at least one major winter holiday this year (Christmas, Hannukah, and/or Kwanzaa).
- Online retailers, rejoice: fully 44% of consumers plan to make some portion of their holiday purchases (gifts, food, decorations, etc.) online. As largely cross-channel shoppers, online consumers also plan to shop in discount stores, department stores, grocery stores and numerous other retail venues. (It’s November 10 – do you know where your cross-channel promotion strategy is?)
- More good news: consumers who buy online this holiday season expect to spend a net average of $653.42 on gifts for family, friends, co-workers and others – that’s 25% more than consumers who will buy only offline.
- As for decorations, greeting cards and postage, candy and food, as well as seasonal flowers, online holiday shoppers will also spend more than the average for shoppers buying only offline.
- But wait, there’s more: after months (years?) of restraint, well over half of online holiday shoppers also plan to take advantage of sales and discounts to make purchases for themselves, somewhat more so than offline-only shoppers. Perhaps this year’s three magic little words are “You deserve it”…
- And just in case you or your customers are stuck on what to buy that special (or not too special) someone? Almost two-thirds of online holiday shoppers most want to receive gift cards (brilliant for online retailers to extend holiday sales right through December 24), followed by books and media.
If you haven’t already done so, do also check out the NRF “Top 10 Holiday Trends for 2010″ post — see #9 especially. Happy holiday selling (and shopping) in the weeks to come.