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BizReport : Ecommerce archives : October 31, 2013

Poll: Most Americans dread holiday crowds

The holidays are coming and some experts believe there will be a lag in in-store shopping as people choose to shop online. However, new data shows most Americans still plan to shop in-store and supplement those trips with online or mobile shopping. Here's how retailers can make the holidays work for them.

by Kristina Knight

A newHarris poll most Americans (93%) polled said they 'dread' holiday crowds because of the inconvenience of waiting in lines. Still, stores shouldn't worry too much about shoppers turning away because 88% said they'll still shop in-store this holiday season; 75% will also turn online and 16% say they'll shop via mobile.

"The fact that 88 percent of shoppers still plan on doing their shopping at brick and mortar stores, despite having serious concerns about the experience, demonstrates how instrumental physical retailers are to commerce in general," said Scott Frymoyer, head of Euclid's Data Insights team. Euclid co-sponsored the poll. "However, physical retailers need to confront consumer concerns not only to improve the shopping experience for consumers, but also to improve profitability and encourage loyalty."

The chief concern among those polled was waiting in long lines and finding needed items are out of stock. Euclid suggests retailers be pro-active this holiday season by understand where the overcrowding occurs and re-setting sales floors to increase the flow of traffic. They also suggest monitoring checkout lines so that more lines can be opened when backups occur. Finally, Euclid believes having in-store WiFi available to connect local stores with distribution centers to manage inventory through the busy season.

Image via Shutterstock

Tags: 2013 holiday shopping trends, ecommerce trends, Euclid Analytics, Harris Interactive, holiday lines

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