2011 Holiday Shoppers Turning to Ecommerce Solutions
Ecommerce solutions are the preferred method of shopping for many consumers due to the convenience of 24/7 availability. Some consumers enjoy the one-stop-shop the Internet provides, and others appreciate free shipping and other incentives online retailers offer. Whatever their reasons, more shoppers than previously expected will be turning to ecommerce solutions to complete their holiday shopping this year.
According to new data from the National Retail Federation, the average shopper plans to complete 36% of their holiday gift-buying online this year (up from 32.7% last year). In light of the increase of shoppers planning to use eCommerce solutions this holiday season, e-tailers have become more optimistic than ever before about their holiday sales. Revealed in Shop.org’s eHoliday survey conducted by BIGresearch, 68% of retailers anticipate their online sales to increase by at least 15% or more compared to last holiday season. This expectation is up from 63.8% who felt the same last year.
Shoppers will also be able to take advantage of holiday deals earlier this year. Along with their brick-and-mortar counterparts, some online retailers are planning to begin their 2011 holiday promotions by Halloween. 52.9% of retailers plan to start their Holiday marketing and promotions by next Monday (Halloween), which is up from just 40% who did the same last year. Approximately 37% of retailers are planning to start by mid-November. Thus, shoppers may not have to wait until Cyber Monday (the Monday after Thanksgiving and Black Friday) to snag the best deals of the season.
Shop.org’s head of research, Fiona Swerdlow, suggested companies are taking steps to prepare for the increase in online shoppers. In her own words:
“There’s no question consumers are eager to hit the Web this holiday season, and online retailers are prepping by optimizing their sites, beginning their marketing and promotions early, and planning plenty of free shipping promotions as they aim to provide value and convenience for their shoppers. Online retailers will also leverage their social media and mobile platforms for savvy shoppers on the go, knowing how important customer reviews and comparison shopping applications are to holiday shoppers.”
Specifically, the survey concluded that 51% of retailers have invested in optimizing their mobile commerce solutions and many have also invested in tablet device apps. Companies have also been working on their Facebook and Twitter pages in preparation for the holiday season.
The survey also outlined the primary reasons why shoppers plan to spend more time shopping online:
- 24-hour availability and convenience are the primary considerations for 43.2% of shoppers surveyed
- 36.3% admitted they will spend more online this year if shipping comes free
- The annoyance of fighting crowds at brick-and-mortar store locations is a factor for 37.2%
- 29.6% of shoppers will turn to ecommerce solutions due to the ease of comparing prices
With this new data, e-tailers are becoming more optimistic about upcoming online sales and re-evaluating their holiday promotions.
Article via ZippyCart