Survey: Online Holiday Shopping Continues To Grow

The number of consumers turning to the Internet for their holiday shopping needs continues to grow, according to a recent survey by CivicScience.

According to the poll of nearly 15,000 U.S. adult consumers, 27% said they play to do as much of their holiday shopping as possible online during the current holiday shopping season. Another 29% said they expect to conduct more of their holiday shopping online.

But there are still a large percentage of shoppers who enjoy the hustle of holiday shopping at brick-and-mortar stores. The survey found that 21% enjoy holiday shopping at local stores while another 16% said they “tolerate” it.

“In order to maintain relevance in an increasingly competitive omnichannel environment, retailers will want to emphasize their value to younger consumers,” said Marshal Cohen, chief industry analyst, The NPD Group. “Focusing on gaining loyalty from these younger shoppers is important, and it’s something that all retailers should begin focusing on immediately.”

According to the data collected by CivicScience, consumers between ages 18 and 24 are most likely to love or enjoy shopping in stores during this holiday season— an interesting discovery since this age group tends to do more online shopping than older consumers. Those 45 to 54 are the next highest-ranking age group in terms of in-store shopping favorability. Women are 103% more likely than men to say they love or enjoy holiday shopping in stores. Conversely, 35 to 44 year olds and those with annual incomes over $75K tend to shop more online, with little gender difference.

“The latest survey results from NPD’s partners at CivicScience confirm that while in-store shopping is still attractive to some consumers, online shopping is growing in popularity and importance,” said Cohen. “Retailers seeking to set themselves apart and win favor with in-store shoppers have a clear opportunity to improve on the in-store experience.”