According to a recent NPD Group study powered by CivicScience, consumers suggested that online shopping deals during the 2013 holiday season surpassed those of in-store discounts. Of 1,100 respondents, 31% asserted that online retail had better deals, 26% felt that deals online and in stores were the same, and 18% said in-store deals were best.
With 57% of consumers polled finding online deals as or more attractive than brick and mortar deals, according to Marshall Cohen, chief industry analyst for NPD Group, online shopping could have the potential to affect add-on sales created in stores through impulse purchases and self-gifting. According to NPD, impulse shopping and self-gifting generate a majority of holiday sales growth.
Consumers are more likely to partake in impulse purchases in stores than online, according to NPD’s research. This year, self-gifting is expected to reach an all-time high since NPD has been tracking it over the past decade, with an expected 25% of consumers polled saying that they purchased gifts for themselves this holiday season.