With the holiday season on the horizon, consumers are expected to take a “blended” shopping approach when seeking out gifts for family and friends, according to a recent survey from The NPD Group.
More than three quarters (77%) of consumers surveyed in NPD’s annual “Holiday Purchase Intentions Survey” said this holiday season they would shop brick-and-mortar stores and also use e-commerce outlets.
“The traditional division between online and in-store retailing continues to shift and blur,” said Marshal Cohen, chief industry advisor, The NPD Group. “Traditional store retailers are upping their online games these days, while they are also finding ways to drive traffic to stores with improved efficiency, more entertaining shopping experiences, and better value. Online retailers are also finding ways to blur the retail divide in their own ways, offering lower prices and shipping options that get products to consumers faster than ever.”
The survey found that six in 10 consumers plan to shop online and brick-and-mortar stores this holiday season, an increase of 3% over 2017. By retail type, 70% said they would shop e-commerce pure plays, 42% would at mass-merchants and discount stores, 24% at national chains and 23% at department stores.
Online shopping intent has risen 4% from 2017 and 6% compared to 2016. Online shoppers anticipate spending an average of $748 this holiday season, roughly 50% more than the $492 their brick-and-mortar-only counterparts are planning to spend.
“While their sales are growing, retailers selling primarily online shouldn’t rest on their past success,” Cohen said. “They have to continue to create and find ways to close the deal more effectively, and reduce the number of digital shopping carts abandoned before the final sale is completed.”