Guest Blogger Michael Stoler: Consumers are Expected to Increase E-commerce Holiday Shopping This Ye
The average U.S. shopper will make 39.5% of their holiday purchases via e-commerce sites this year, up from 38.8% last year, according to Shop.org.
The e-commerce arm of the National Retail Federation trade group says that would mark a high point of holiday e-retail.
The survey Shop.org also showed that:
* 51.5% of consumers will shop online this year, nearly unchanged from 51.8% last year. By comparison, 64.7% of consumers this year will head to discount stores for holiday purchases, with 51.1% heading to grocery stores, 35.1% to clothing and accessories stores, 29.5% to electronics stores and 20.9% to drug stores.
* 56.3% of consumers own smartphones and 34.0% own tablets. For smartphone owners, 53.8% will use their devices this holiday shopping season to check store hours, compare prices and buy items. For tablet owners, 63.2% of them will use their devices for those tasks.
* 2.1% of consumers plan to do all their holiday shopping online, about the same as in last year's survey. By contrast, 15.2% of consumers do not plan to do any holiday shopping via e-commerce sites this year, down a percentage point from 16.2% in 2012.
Overall, the National Retail Federation-which polled 6,415 consumers between Oct. 1 and Oct. 8-found that 41.2% of U.S. shoppers plan to begin holiday shopping before Halloween, Oct. 31. More specifically, 12.4% began shopping before Sept. 1, 8.2% started in September and 20.6% began or will begin in October.
The poll also found that 51.0% of consumers said the state of the U.S. economy will affect their holiday shopping plans, down from 52.3% last year. That could help online retailers, as 31.2% of respondents plan to comparison shop online in response to economic worries.