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NPD: One Third Of Holiday Shoppers Seek Home Goods

As consumers hit the stores and e-commerce outlets during the upcoming holiday season, one in three shoppers is expected to purchase products for the home, according to The NPD Group’s 2018 Holiday Purchase Intentions survey.

In retail terms, as they apply to actual and virtual environments, NPD stated that it expects what it characterizes as blended shopping to dominate consumer holiday behavior. According to NPD, six out of 10 consumers surveyed said they would shop online and in brick-and-mortar stores.

Indicative of a strong holiday season, which NPD noted already will benefit from an extra shopping day, one in five consumers in the United States plans to spend more than last year. Still, how consumers spend that money will vary. NPD noted that experiential gifting is still on the upswing, especially among younger consumers, with 49% of Gen Z and Millennial consumers considering such giving.

Marshal Cohen, NPD’s chief industry advisor, pointed out that holiday 2018 activity will resemble 2016, in part due to election distraction. He added that a focus on value-centric retail would impact holiday shopping, as well the impact of impulse and innovative products. Cohen added that NPD expects fewer last minute shopping forays but more attention paid to practical and healthy as well as experiential gifting.

Joe Derochowski, NPD’s home industry advisor, maintained that consumers will remain interested in convenience and entertaining. He anticipates that holiday home-related purchasing will follow patterns established in the first half of the year and that consumers will tend toward the tried and true on Black Friday and Cyber Monday, with promotional merchandise getting a happy reception.