Consumers plan to do most of their holiday purchasing research online, according to Savanta.
Of the shoppers, polled, 81% of consumers will conduct research online, while 58% will do so offline.
In addition, 61% will research the retailers themselves online prior to purchasing.
Another 37% will visit a store to conduct research. Furthermore, 25% will research the brand’s website and mobile app.
That probably includes some who are driven to the sites and apps with email.
Savanta, a market research agency, also reports that 83% of consumers prefer to spend more online than in-store due to safety concerns.
In addition, 80% are attracted by the convenience of online shopping. And 71% prefer online because they want to avoid crowding.
Consumers plan to buy in these product categories this year:
In a separate study, Adobe Analytics found the U.S. consumers spent $2 billion online on Election Day — a 27% increase over the same day last year — and $2.2 billion the day before the election, with a 31% hike year-over-year.
From November 1-3, online spending totaled $6.5 billion, a 31% rise YoY.
In addition, Adobe is forecasting $16.3 billion in online sales for election week, from November 1 to November 7. But the day after — Wednesday — could see a $3 million decline.
Adobe reports that 63% of consumers will be more confident in spending after the election, and 26% say the outcome will affect their holiday spending.
U.S. online holiday sales will total $189 billion, shattering all previous records with a 33% YoY increase, equal to two years’ growth in one season.
In 2016, online sales fell by 14% the day after the vote, and by 6% after the 2018 mid-terms.