Nearly A Third of Consumers to Shop Online this Holiday Season

RetailMeNot​.com recently released the results of a survey reviewing shopping attitudes and behaviors regarding the upcoming holidays and overall consumer sentiment as it relates to the economy. The results revealed that more than 7 in 10 consumers (71%) have a dismal view of the economy, and 1 in 4 are worried about being able to make all the necessary purchases in the coming months. Only 3% of consumer respondents felt that the economy is in "good shape."  "Our most recent survey looked at how consumers plan to shop for the remainder of the year. We believe a lackluster economy combined with high demand for discounts while shopping will lead to more frequent and higher first-​time use of coupons over time. As RetailMeNot works to make finding coupons even easier for consumers, we believe that compelling merchant deals or offers that drive sales will take center stage this holiday season," said Kristen Remeza, editor-​in-​chief of RetailMeNot Insider. "As shopping for the holidays—in-store and online—begins to gain steam, there are two other findings of note we wanted to share with our retail partners: First, nearly a third of consumers (31%) intend to do their holiday shopping online in 2012. Second, 39% of consumers start their holiday shopping before November." 

The results of the survey found these shopping behaviors for the upcoming "holiday" shopping period: 
  • 39% of respondents start their holiday shopping before November. 
    • Women (46%) are more likely than men (31%) to start their shopping earlier than November.
  • 23% of respondents start shopping in early November, 12% wait to start shopping until Black Friday/​Cyber Monday and only 15% wait until after Cyber Monday to begin shopping.
  • 54% of respondents finish their holiday shopping sometime between Black Friday and when they actually give away the gift during the holidays. 
    • Nearly 1 in 3 respondents (32%) say they are done with their holiday shopping by the end of Cyber Monday.
    • Women (58%) are more likely than men (50%) to say they tend to finish their holiday shopping after Cyber Monday.
  • Nearly a third of respondents (31%) intend to do their holiday shopping online in 2012 vs. a majority who intend to shop in-​store (59%).
  • More than 70% of consumers (71%) think the economy is in "bad" or "terrible" shape. 
    • A quarter (25%) believe that the economy is in "okay" shape, and fewer than 1 in 20 think that it is in "good" (3%) or "fantastic" (1%) shape.
    • Those 55 years old and over have a particularly negative view of the economy, with nearly 8 in 10 respondents (78%) saying that it is in "bad" or "terrible" shape – including 37% who think it is in terrible shape — compared to 61% of those under 35.
  • Nearly 1 in 4 (24%) feel it will be difficult to purchase things they need over the next several months. 
    • 4 in 10 respondents (40%) say that they should be able to get most of what they need in the coming months, but not be able to afford it all.
    • Only about a third of respondents (36%) are not worried about being able to buy all the things they need in the coming months.

    [Source:  Research conducted by RetailMeNot​.com.  23 Aug. 2012.  Web.  24 Aug. 2012.]

C. Lee Smith

C. Lee Smith

CEO and Founder at SalesFuel
C. Lee Smith is the President/​CEO of SalesFuel - a firm he founded in 1989. He was named one of the 14 Leading Sales Consultants by Selling Power magazine. Lee is the creator of the AdMall® and SalesFuel COACH™ SaaS platforms. He is also a Gitomer Certified Advisor, expert on the Sales Experts Channel and a C‑Suite Network Advisor.
C. Lee Smith

@cleesmith

CEO of @SalesFuel | Bestselling Author of "SalesCred" and "Hire Smarter, Sell More!" | Keynote Speaker | Certified Behavioral Analyst | Sales Credibility Expert
Honored to present the @SalesFuel Best Use of Marketing Research Award to the students from @universityofky today.… https://t.co/xqPGilWeWh — 3 weeks ago
C. Lee Smith