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BizReport : Research : December 17, 2012


Report: More shoppers to buy this week

The 2012 holiday season will begin wrapping up this week - the last full week before the Christmas holiday. On average shoppers are expected to spend $900 before Christmas Day and another $200 after the holiday, according to iProspect. And, if not shopping online, they'll at least be researching products online.

by Kristina Knight

According to iProspect those shopping in-store will check store fliers (60%) or in-store displays (51%) and catalogs (49%). For those shopping online, 88% will research online with 33% spending between 3 and 6 hours researching products. One-third of smartphone owners will use their mobile device for product research while 44% of tablet owners will.

Meanwhile, data from comScore, online retail sales have surpassed $29 billion so far this holiday season, 13% over 2011 numbers. Three days - Black Friday, Cyber Monday and Green Monday - have each passed over the $1 billion sales mark.

And, if data out from SOASTA runs true, a few more days could push the $1 billion mark. More than half (54%) of those surveyed say they'll shop between now and Christmas Day for holiday gifts. Just over one-third shopped pre-Thanksgiving while one-quarter shopped Black Friday and Cyber Monday (24% and 23% respectively).

Why are they shopping later? Most (83%) said they were concerned about the national economy while 30% said the Fiscal Cliff will cause them to buy less this year.

Back to comScore for a moment, their data shows much of the online purchasing has been for digital subscriptions or data but that consumer electronics are also high on cyber-buying-lists this year. The SOASTA survey found that one-third of those buying electronics online say retail sites are performing better in 2012 than they did in 2011; 59% of cyber smartphone buyers said the same.

Tags: 2012 holiday spending, comScore, ecommerce, ecommerce trends, iProspect, SOASTA










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