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Online holiday shopping survey

Posted by Michael Bloch in ecommerce (Thursday November 22, 2007 )

Black Friday and Cyber Monday are just about upon us and according to this recent survey of 1000 people, 32% are going to spend the majority of their holiday shopping budget online.

The Nielsen Online holiday shopping survey found that 81 percent of respondents said that convenience was the major motivator for shopping online for gifts. Time saving was the next most popular reason, followed by the ability to comparison shop and find items easily.

Other findings from the survey:

– Only 46 percent mentioned low prices as a reason to shop online
– Only 24 percent stated low shipping costs as a motivator
– 35 percent will spend 25 – 50% of their budget online
– 33 percent expect to spend less than 25 percent

Nielsen found that the gifts most people would like to receive include:

• Apparel, shoes, accessories
• Home electronics
• Books
• Gift cards

I would have said cash, but I guess I’m just a mercenary sod :). As I’ve mentioned before, gift cards are steadily increasing in popularity – if you’re not offering gift cards and coupons, even electronic ones, from your online store then you’re likely missing out on some sales.

Online shoppers are most likely to boost their spending this year on Toys & Video Games and Gift Certificates & Cards categories.

Read more of the Nielsen online holiday shopping survey (PDF)


Why the name “Black Friday”?


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