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BizReport : Ecommerce archives : December 15, 2011

Price a big factor for many online shoppers

Online merchants may be raking in the green this holiday season, but the impetus for online shopping is the same in 2011 as it was in 2007 - price. Shoppers continue to try to save money and many are using online outlets to compare prices, use coupons/coupon codes and daily deal options so they can buy more for less.

by Kristina Knight

So far there have been seven billion-dollar-plus sales days for online merchants according to comScore research. The latest? Green Monday, which pulled in $1.1 billion for online retailers; it is the third highest online shopping day so far this year.

"Green Monday also kicks off what should be the heaviest week of the year for online shopping, where we could see several billion dollar spending days, punctuated by Free Shipping Day on Friday, December 16," said comScore chairman Gian Fulgoni. "It is interesting to note that for the past three years, Cyber Monday sales have exceeded those on Green Monday, demonstrating the degree to which retailer promotions and consumer awareness have grown the popularity of the Monday after Thanksgiving Day as the day to be buying online. That online holiday spending growth has remained well into the double digits throughout all the key days of the season also underscores the clear strength of the e-commerce channel."

More than two-thirds of respondents in Deloitte's annual holiday holiday survey said they would buy from online merchants offering free shipping - important since 'Free Shipping Friday' (December 16) is nearly upon us. One more important date - 'Super Saturday', coming up December 17, which is the last Saturday before Christmas and usually sees an uptick in shopping.

Other than free shipping, Deloitte's research finds price is another key factor, with 48% of respondents saying they shop based on low prices.

The hottest categories for online shoppers this year? Digital content/subscriptions, Jewelry/Watches and Consumer Electronics. However Video Games and Computer Software are getting their fair share of attention as well.

Tags: 2011 holiday spending, comScore, Deloitte, ecommerce, ecommerce trends, online shopping trends

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  • Thanks for the great read. One thing we know for sure; pricing during the holidays will always matter. As consumers become more social media savvy, it will become increasingly important to reach out with platform specific discounts and promotions to stay top of mind. Appreciate the insights!

    Lauren at Volusion




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