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Direct Response Marketing

Increase in Online Shopping This Holiday Season

21 Oct, 2009 Response This Week


PETALUMA, Calif. – Results from the 2009 Mindset of a Multi-Channel Shopper Survey report that 55 percent of consumers plan to do their holiday shopping online this year, up from 49 percent last year. The survey, conducted by MarketLive Inc. and the E-tailing Group, says that online is going to gain market share by the fact that 26 percent of shoppers plan to purchase more gifts using the Internet, while 21 percent planned more online purchases in 2008.

These trends will help marketers to target potential consumers and improve online appeal for 2009. “There are lots of surveys that focus on the holidays from the perspective of retailers,” says Ken Burke, founder and chairman of MarketLive. “This survey is unique in that it approaches the holiday season from the consumer’s point of view – an ultimately more important perspective. The information and insights gained from this research are invaluable for retailers as they prioritize holiday campaigns and offers, and implement marketing and merchandising strategies this season.”

Other results of the report include the discovery that 88 percent of shoppers are willing to pay full price to shop online because of its convenience, customer service, ability to online chat, E-mail alerts on the product status, etc. Also, 85 percent of shoppers still say they purchase online because it saves time, but 40 percent and 38 percent rate wish lists and reviews as increasingly important.

Finally, social networking sites will influence the behavior of 37 percent of online shoppers, versus 24 percent last year.

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