A new study from enterprise data and analysis firm Qualtrics surveyed 1,100 consumers to find out how they choose to shop during the busiest shopping time of the year. The firm discovered that while users enjoy their Cyber Monday shopping experience, many will still be heading to the stores this holiday season.
Only 28 percent of those surveyed reported they would be shopping for post-Thanksgiving deals exclusively online. While 56 percent of American shoppers said they would be supplementing their online shopping experience by heading to brick-and-mortar stores for Black Friday deals.
“American marketers have done a masterful job at crafting the traditional kick-off of holiday shopping into an event most shoppers revere,” said Qualtrics Chief Marketing Officer Danielle Wanderer.
“There’s no other single day of the year when American shoppers drop their mouse and head to their favorite brick-and-mortar retailer.”
Qualtrics reported that 10 percent of surveyed participants will be purchasing holiday gifts on their mobile device. With another 55 percent saying they wouldn’t be doing any online shopping this holiday season.
No matter where they shopped, consumers reported they’d be spending big this holiday season. Two-thirds of those surveyed reported they would be spending at least $600 on holiday gifts this year. Another 14 percent said they could see themselves spending over $1,000 dollars on gifts in 2012.
The push to spend big bucks on holiday gifts is expected to pay major dividends this year. According to a recent study by the National Retail Federation, shoppers will spend over $586 billion on gifts this holiday season. The mark would represent an over 4 percent increase from this time last year.
As expected, finding deals was the biggest factor for holiday shoppers this year. Half of consumers surveyed said that finding discounts was the most influential factor for their holiday shopping experience.
Research for the study was done by Qualtrics and Research Now. The two firms used social media data and consumer opinion surveys to discover holiday shopping trends. The study was conducted over a three-day period in early November.
Fancy parties, presents, home cooked meals — there’s a lot to look forward to as the holiday season approaches. But the American public has a message for retailers: not so fast with the Christmas decor; focus on preparing for Cyber Monday instead.
According to a new survey of 2,346 American adults, 75% think stores shouldn’t put up Christmas decorations until after Thanksgiving. That same number of people think stores should focus on Cyber Monday preparations, and dedicate a website to Cyber Monday shopping only — just in case the immense traffic causes a popular online shopping destination to crash.
What’s more, many shoppers (73%) hope stores redirect their energy into mobile apps to make shopping-on-the-go more reliable. (In fact, numerous studies and surveys predict mobile shopping will grow tremendously in the coming years).
Earlier this month, a survey showed 51% of shoppers are more likely to shop online this year because of the bad economy, and 31% of those people said they’ll also stay away from physical stores because shoppers might be too aggressive.
Of the 75% who will shop online, 69% will access the sites through their home computer, 17% will use their work computer, 44% will use an app or website through their tablet and 34% said they’ll shop using their smartphone.
Stores will still likely dive into early decorating even after learning this information. But it’s interesting to note how much importance shoppers place on having stores’ websites function during the holiday shopping season; percentage-wise it’s up there with the much debated issue of early decorating.
The survey was conducted online within the U.S. by Harris Interactive on behalf of SOASTA, a web performance and analytics company that gets major websites ready for Cyber Monday. shopping. It surveyed 2,346 adults, age 18 and older, between this Sept. 17 and Sept. 19.