Online Research Will Drive Holiday Shopping This Year, Study Finds

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: 

  • Clothing and accessories — 60%  
  • Gift cards and others — 55% 
  • Toys and hobbies — 44%
  • Electronics and accessories — 43%
  • Home and kitchen products — 37%
  • Cosmetics — 27%
  • Pet foods and treats — 26%
  • Health and wellness — 26%
  • Digital content — 17%
  • Home furnishing products — 17%



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.



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