Survey Says Online Shopping will Grow on Black Friday

holiday-shopping-online-1-300More Black Friday shoppers may stay home and shop for deals online this year, according to a survey of 500 U.S. consumers conducted in September by Accenture.

The survey says 30% of shoppers will avoid the crowds and do most of their shopping online. That’s up from 25% last year.

Accenture’s survey also indicates that more shoppers – 63% vs. 56% in 2012 – are likely to participate in showrooming this holiday season. However, a similarly high proportion of shoppers (65%) also plan to participate in “webrooming,” or browsing online and then going to a store to make their purchase. Survey respondents said that avoiding shipping costs (47%) and being able to touch and feel a product before purchase (46%) were their primary motivations for webrooming.

Although 42% of consumers surveyed plan to spend at least half of their holiday shopping dollars online, they also will be looking to take advantage of store-focused technology-enabled services, such as purchase online with in-store delivery or pick-up (36%), and the ability to see up-to-date information on product availability (21%).

The Accenture survey also indicates that:

  • 47% of online holiday shoppers will make purchases using their PCs or laptops.
  • A growing number of consumers will make purchases or research gifts using their tablets (19% Vs. 15% in 2012) and smartphones (18% vs. 14% in 2012).
  • One-third (33%) of those shopping by smartphone said they would use it to compare prices inside the store (compared to 19% in 2012), and 28% said that privacy and security concerns would deter them from using a phone to shop (compared to 26% in 2012).

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.
Comments are closed.