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.