NPD: More Shoppers Using Phones To Buy Holiday Gifts

More than one in six consumers said they will use their mobile phones to buy gifts during the holiday shopping season, according to the “Holiday Purchase Intentions Survey” from The NPD Group.

In addition, the number of Millennial shoppers who said they will be using their phones to buy gifts is more than double the results of the overall NPD survey.

“We’re observing an abundance of ‘hands-free shopping’ at retail this holiday season, the result of increased free shipping offers, and the blending of in-store and online shopping capabilities,” said Marshal Cohen, chief industry advisor, The NPD Group. “By making purchases on their mobile device while in stores they can continue to shop without the hassle of lugging packages.”

According to NPD, the convenience of using a mobile device is more attractive to consumers when a retailer offers free shipping. Luxury and specialty brands, mass merchants, department stores, and pure play e-commerce sites have all upped the free-shipping ante this holiday season.

In addition, consumers are also embracing today’s blended retail world, with six in 10 planning to shop online and in stores, NPD said.

“Brick-and-mortar retailers are presented with a huge opportunity to better compete with the growing e-commerce world during the holiday season and in the year ahead,” said Cohen. “A blended in-store and online marketing approach, enhanced with customer service, brings shoppers into the store and preserves opportunities for critical impulse purchases.”