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BizReport : Ecommerce archives : October 11, 2012

Study: Overall holiday spending to plateau but online to soar

When it comes to how consumers will spend their cash this holiday season, it looks like most will be pushing more dollars into online stores. According to new data from MarketLive and the e-tailing group overall holiday spending will see little change from 2011, but online spending will likely soar.

by Kristina Knight

The 4th Annual Mindset of a Multi-Channel Shopper report shows that one-third (33%) of those surveyed plan to do 'most' of their holiday shopping in the online realm - this may not bode well for offline stores. Some interesting findings from the report include:

• 16% of respondent say they'll shop primarily from a tablet or smartphone
• 29% say they'll research products via mobile before shopping in-store
• 43% say it's likely they'll use mobile to redeem coupons while shopping
• 45% say online/peer reviews are 'very' to 'somewhat important' to their shopping
• 50% say finding personalized gifts is one reason they'll shop online

"Given what we now know about how people will shop this season, according to the shoppers themselves," said Ken Burke, founder and chairman of MarketLive, "retailers should be asking themselves:

• How can I better optimize my brand for m-commerce?
• How can I better garner consumer interest via social media?
• How can I improve my value proposition and execution?"

"At MarketLive," said Burke, "we partner with our clients to ensure they are on the receiving end when the holiday sales revenue begins to build."

Meanwhile, a report from The NPD Group agrees that spending may be flat over the 2012 holidays; their research indicates shoppers will begin shopping later in 2012 than in 2011.

Tags: 2012 holiday spending, ecommerce trends, MarketLive, mobile commerce, The NPD Group

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