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BizReport : Ecommerce archives : November 23, 2015

Majority of U.S. consumers plan to do most of their holiday shopping on Amazon

As web-based stores across the U.S. get into gear for the holiday season, a new survey from Reuters/Ipsos makes for disheartening reading.

by Helen Leggatt

The Reuters/Ipsos poll found that 8% of adults plan to do all their holiday shopping online this year, up from 6% last year, and 17% said they'd do the majority of their shopping online.

As traditional and pure-play retailers spend billions of dollars to capture online demand, the poll of 3,426 adults in the U.S. reveals that most will head to the giant of ecommerce, Amazon, to do most of their holiday shopping.

Fifty-one percent of those polled plan to do the majority of their holiday shopping at Amazon, compared to 16% at Walmart, 3% at Target and 2% at Macy's. Just over a quarter said they were heading to a retailer not listed in the poll.

Sales data also highlights the struggles facing traditional retailers. While Amazon posted a 28% jump in North American sales in its last quarterly report, Target missed its expected 30% gain in digital sales which grew just 20% and Wal-Mart posted quarterly online sales growth of 10%.

"The Big Kahuna that continues to grab market share is Amazon," said Craig Johnson, head of retail consultancy Customer Growth Partners. "Both Wal-Mart and to some extent Target have simply not kept pace enough."

Amazon is also the place where consumers in the U.S. head when researching products. Earlier this year, a survey of 2,000 U.S. consumers by BloomReach found that 44% said they head directly to Amazon when searching for products, bypassing search engines and other websites, up from 30% in 2012. In comparison, 34% go straight to a search engine such as Google, Yahoo and Bing.

"Amazon has turned a slow-bleed of search engines' and retailers' e-commerce importance into a gushing wound," said Joelle Kaufman, head of marketing and partnerships for BloomReach.

ymgerman /

Image via Shutterstock

Tags: Amazon, ecommerce, holiday 2015 trends, retail

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