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BizReport : Ecommerce archives : November 28, 2008

ShopLocal tracks pulse of online shoppers

Think you know all you need to know about online shopping this holiday season? Think again - and consider getting a little more information from the source - online shoppers. This holiday season ShopLocal is rolling out a new metric, the 'pulse' of the online shopper.

by Kristina Knight

Based on surveys from around 3,000 in-market consumers, ShopLocal is tracking online shopping behaviors.

Thus far the pulse of the shopper has remained very similar to actual shopping numbers, which have shown slight declines compared to prior years. However, as the holiday season swings into full action with Black Friday, shopper's intentions are growing. Which could mean more sales.

For the week of November 17, shopper's intentions showed the first increase. In prior weeks, only about 4% of consumers said they would spend more in 2008 than in 2007; the week of November 17 that changed to 7% of consumers saying they would spend more this holiday season.

Why the change? It could be simple coincidence - after all the holiday shopping season is heating up - but it could also be because of the online campaigns that marketers are launching. New sales, free shipping and other incentives are being rolled out across the web as etailers try to convert just one more shopper for the season.

"As consumers start to get closer to the holidays, their Christmas lists get more concrete, and the uncertainty about what will happen in advance of the holidays is less, so the consumers who are still shopping have become slightly less pessimistic and more interested in making purchases. This could mean that, although retail is still forecast to decline and there are likely to be a lot of cherry-pickers instead of buyers this year, store traffic could hold up quite well," was written on the ShopLocal blog.

Tags: ecommerce, holiday sales, online shopping, ShopLocal

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