Revealing new research shows that half of all shoppers plan to finish their holiday shopping online, and – as of December 9 – 32 million Americans had not started their holiday shopping. Plus, a signficant number of these last-minute shoppers will be using tablets and smartphones to purchase their gifts.
The National Retail Federation survey, conducted by Prosper Insight & Analytics, found that 49.9 percent of shoppers plan to do the rest of their shopping online, the highest percentage in the survey's 11-year history.
"It comes as no surprise that Americans are eager to shop online in the coming weeks as busy schedules and a shift in the calendar have made the convenience offered by retailers' mobile apps and websites even more attractive this year," said NRF president and CEO Matthew Shay in a statement, Chain Store Age reported.
NRF found that, from now until Christmas Day, 46.6 percent of tablet owners will research products and compare prices to aid in their purchase decisions, and 36.3 percent of smartphone owners will do the same. An impressive 33.3 percent of tablet owners will make gift purchases using their devices in the next few days, and 19.2 percent of smartphone owners will purchase items on their phones.
29.2 percent of those who have not finished shopping say they will wrap it up by December 18, while 14.2 percent will finish shopping on December 20 and 12.3 percent on December 21. A surprising 10.1 percent will wait until Christmas Eve to finish shopping, the NRF survey found.
Surprisingly, 9.2 percent of those celebrating Christmas will shop online that day, up from 4.9 percent when NRF first asked in 2009.
Driven by low prices and value, 45.4 percent of those surveyed will finish their shopping at department stores and 37.4 percent will go to discount stores. Others will shop at electronics stores (24.1 percent), clothing and accessory stores (23.6 percent), grocery stores (15 percent) and outlet stores (13.7 percent).
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