Study Suggests Shoppers Taking Conservative Holiday Approach
According to Blis, a purveyor of location data technology, consumer gift buying will follow typical lines for the most part this holiday season. But for the 18.7% of shoppers who plan to spend more money this year at the holidays, 64.5% are inclined to spend anywhere from 10% to 40% more than expected if a physical retail location is holding a sale.
Blis sponsored a study of 2,000 consumers across the U.S. to produce the report, “A 2018 Holiday Shopping Outlook: How and Where Consumers Will Buy During the Most Wonderful Time of the Year.” According to the study, of the consumers who plan on changing their shopping patterns this holiday season, more will spend less. Those planning to spend less also intend to do more shopping online. In the study, overall, 57.7% of consumers said they would do most of their holiday purchasing online with almost 40% of shoppers intending to buy gifts in brick and mortar stores.
Although 51.5% indicated their shopping behaviors would be the same this year as last, 37.3% of consumers indicated that they would shop more online. Indeed, 75% of consumers ages 25 to 44 can be characterized as mobile-first shoppers, according to the study.
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