According to a National Retail Federation survey conducted by Prosper Insights & Analytics, 32 million holiday shoppers had not started shopping as of December 9. The survey also revealed that 49.9% of holiday shoppers planned to do the remainder of their holiday shopping online, the highest percent in the survey’s 11-year history, NRF stated.
Of consumers who hadn’t finished shopping by December 9, 29.2% said they would complete holiday purchasing by tomorrow, NRF related, 14.2% by Friday, 12.3% by Saturday and 10.1% by Christmas Eve. NRF maintained that 9.2% of survey respondents celebrating Christmas would shop online that day, up from 4.9% in 2009 when NRF first asked about the occasion’s activities.
Driven by low prices and value, NRF asserted, 45.4% of will wrap up their shopping via their favorite department store and 37.4% will purchase from discount stores. Others will shop electronics stores, at 24.1%, clothing and accessory stores, at 23.6%, grocery stores, at 15%, and outlet stores, at 13.7%.
As regards the merchandise categories that have already prompted purchases, 18.4% of consumers said they had bought home décor or home-related items. In addition, 49.6% of survey respondents said they had purchased apparel this year, 38.7% said they had purchased toys, 26.6% electronics, 19.6%, jewelry, 17.5% personal care or beauty items. Gift cards remain popular, with 34.4% of consumer saying they bought them in the holiday season, NRF observed, adding that gift cards are the top present request of the season.
“It comes as no surprise that Americans are eager to shop online in the coming weeks as busy schedules and a shift in the calendar have made the convenience offered by retailers’ mobile apps and websites even more attractive this year,” said NRF president and CEO Matthew Shay, in comments on the survey. “Recognizing the importance of providing stellar customer experiences for their shoppers, retailers will use every opportunity to promote their products through all their channels at very competitive prices, including exclusive shipping offers and in-store events.”