Consumers Turn to Their Mobile Devices This Holiday Season

Content Manager

horizontal mobile holidayWith the holiday season just around the corner, consumers are ready to shop online for gifts and are turning to their mobile devices, according to a survey by the National Retail Federation.

According to the survey, 56% of consumers plan to shop online, up from 51.5% last year. The survey also found that the average person plans to do 44.4% of their shopping online.

A majority of smartphone users (55.7%) said they will use their device in some fashion this holiday season, up from 53.8% last year.

Of smartphone users, nearly 36% said they will research products/prices and nearly one-quarter (23.9%) will redeem coupons; 19.1% said they will make purchases on their device.

Almost two-thirds (63.2%) of tablet owners said they will use their device to research and purchase holiday items, unchanged from 2013.  Nearly half of them will research products on their tablets and one-third will purchase items.

One-quarter of shoppers said easy-to-use mobile websites were an important factor in their decision to shop with a specific retailer. Free shipping and shipping promotions are also important factors, according to 30.3% of shoppers.

This year, the average person celebrating Christmas, Kwanza and/or Hanukah is projected to spend t  an average of $804.42, an increase of 5% from last year ($767.27).

Shoppers are beginning their holiday shopping early this year, with 40.4% saying they plan to begin  before Halloween.  About the same number of respondents (40.9%) said they would start shopping in November,  up slightly from 38.8% last year;  15.5% said they would begin in mid-December, flat from 2013 (16%).

When asked why they begin holiday shopping as early as September, most respondents said  it helps them spread out the spending. More than one-quarter (27.3%) said the desire to get specific items drives them to shop early, while 44.7% said they shop early because of deals and promotions.