51% of holiday shoppers will buy on Amazon

The majority of holiday shoppers will turn to Amazon for most of their online shopping this year despite retailers' increased efforts to woo U.S. consumers with omnichannel and online deals.

A little more than half (51 percent) of U.S. shoppers are planning to shop Amazon this holiday season, according to a new poll from Reuters/Ipsos. And big-box retailers didn't even rank a close second as Walmart promises to capture just 16 percent of shoppers, Target just 3 percent, and only 2 percent of shoppers plan to buy at Macy's.

"The Big Kahuna that continues to grab market share is Amazon," Craig Johnson, president of retail consultancy Customer Growth Partners, told Reuters. "Both Walmart and to some extent Target have simply not kept pace enough."

Retailers have heavily invested in commerce and other digital initiatives to present the most cohesive omnichannel shopping holiday campaign to date. Still, Amazon is top with shoppers when it comes to seeking out deals and is increasingly the first place consumers go when doing product research, forsaking even Google when it comes to search. According to BloomReach, nearly half of all consumer product searches now originate on Amazon.

Amazon launched holiday deals in September this year and continues to regularly beat competitive omnichannel reatilers on price. It will also offer app-only lightning deals on Black Friday.

For more:
-See this Reuters/Ipsos survey

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