Click, click, click. Oh, excuse me, I’m doing the math. Shoppers are expected to hand over $791.10 each for gifts this holiday season and spend a quarter of that on the Internet. So, um, that´s nearly $200 per shopper spent for online purchases, according to a just-released survey from BIGresearch for the National Retail Federation’s shop.org operation.
And even if they don’t buy online, they shop online to get ideas, research products and compare prices, says Scott Silverman, e-director for shop.org.
Nearly half of consumers say they plan to make at least one holiday purchase online, up from only 36 percent three years ago. And almost 90 percent say they either regularly or occasionally examine products online before buying in a store.
Those doing Internet research frequently are shopping for electronics (39.3 percent), appliances (20 percent) and home improvement items, (18 percent). Just over 16 percent say they have researched medicines, vitamins and supplements before purchasing in a store, and 16.1 percent say they have checked out shoes online before heading to a store to buy them.
“Retailers see their Web sites as the first connection they make with consumers and will be sprucing up their sites to give holiday shoppers ideas and information on popular gifts,” says Phil Rist, president of strategy for BIGresearch.