As one of the biggest spending occasions of the year, the holiday season drives unique purchasing behavior among shoppers. The Checkout: Holiday Edition takes a look at the ways shoppers define value in their holiday-shopping expenditures, the appeal of Black Friday and Cyber Monday for Millennial shoppers, and the growing trend of eRetail and “couch commerce” during the holiday season.
This year, the holiday shopping experience is expected to be increasingly digital.Online and mobile tools, like smartphones, search engines, eRetailers, and brand websites have grown in influence while traditional tools, such as television commercials, magazines, and newspaper circulars are being consulted less often by shoppers when making their holiday shopping choices. Eighteen percent more shoppers are using online tools (search engines, eRetailers, and brand websites) this year versus last year. As a result, eRetailers will be the number-one shopping destination for holiday shoppers in 2013, with 30 percent reporting that they will do the majority of their shopping in this channel. Greater adoption of mobile and online tools for shopping means that “couch commerce” – the use of laptops, tablets, and smartphones to purchase goods from the comfort of one’s couch – will continue to grow in influence this holiday season.
To learn more about how brands and retailers can leverage this growth of “couch commerce” during the holidays and for additional holiday shopper data, download this latest addition of The Checkout by clicking here.