Online shopping is on the rise, as 86 percent of all consumers plan to do at least some holiday shopping online this year, up from 79 percent last year. According to new Mintel research, 67 percent of this group plans to buy at least half of their gifts online this season.
U.S. shoppers spent more than $2 billion dollars on e-commerce this Cyber Monday alone, up 17 percent from last year. The occasion marked the heaviest online spending day in U.S. history and the first time ever to surpass $2 billion in sales.
The highest percentage of online shoppers this holiday season will be those with children ages 6 to 11 in the home, 85 percent; followed by millennials, 80 percent; and Generation X, 72 percent.
"This is a high-pressure time of year as frenzied consumers rush to finish their holiday shopping," said Diana Smith, senior retail and apparel analyst at Mintel. "Retailers should take steps to cater to the last minute shoppers, offering free or reduced shipping online, guaranteed fast lines in-store, or other special discounts to help make the shopping process a bit more enjoyable."
Online/mobile research and purchasing are becoming an increasingly popular part of the shopping experience. Over the holidays, 51 percent of adults plan to either showroom or webroom.
Where will online shoppers go? Almost half, 48 percent, will visit online-only retailers; 44 percent will shop mass merchandisers; 42 percent will shop department stores; and 33 percent will shop electronics retailers.
About 32 percent of holiday shoppers began the process before Thanksgiving, while 14 percent of adults ages 25 to 34 are waiting until the week before Christmas.
Retailers that topped the online list include Amazon, 56 percent; Walmart, 52 percent; Target 39 percent; Best Buy, 32 percent; Kohl's, 29 percent; and Macy's 24 percent.
-See this Mintel press release
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