The percentage of consumers planning to do most of their Black Friday shopping online is up to 30% this year, compared with 25% in 2012, according a new report from Accenture.
While mobile is a growing percent of online sales overall, the percentage of online sales from mobile devices could be even higher than usual on Black Friday as many users will be away from their desktops visiting family or friends and therefore and are more likely shop via nearby devices such as smartphones and tablets.
This year, 55% of shoppers say they are likely to shop on Black Friday, up from 53% in 2012 and 44% the year before, according to the Accenture report. The Accenture report also reveals that 38% of consumers are planning to shop on Thanksgiving day, with 41% saying they will be out shopping between 6 p.m. Thanksgiving Day and 5 a.m. on Black Friday.
In general, shoppers are expected to be even more focused on discounts and deals this year, with 62% of respondents saying it will take a discount of 30% or more to persuade them to make a purchase, compared to 52% in 2012.
Overall, a growing number of consumers are planning to make purchases or research gifts using their tablets and smartphones during the 2013 holiday shopping season, according to the report.
Specifically, 19% plan to use their tablets for shopping this holiday season, up from 15% last year, while 18% will use their smartphones, up from 14%.
The Accenture report found that 33% of those planning to shop via smartphone this year say they plan to use their device to compare prices inside the store, up from 19% last year.
Additionally, 63% said they planned to go into a physical store to a see a product and then search online for a better price and make a purchase online. Retailers are increasingly leveraging mobile in-store to address this showrooming by delivering special offers and exclusive content to shoppers.
At the same time, 65% of consumers plan to browse online and then go into a store to a make a purchase. Retailers can take advantage of this trend by ensuring that mobile shoppers can easily place orders online and have them shipped to a store for pickup.
Accenture reports that 36% of consumers will be looking to take advantage of purchase online with in-store delivery or pick-up, while 21% will be looking to see up-to-date information on product availability.
CAPTURING CONSUMER ATTENTION
While mobile shopping is growing, there are a number of consumers who are concerned about privacy and security issues related to shopping on their smartphones, with 28% saying they will not use a smartphone to shop, up from 26% last year.
Other key findings include that 42% of consumers plan to spend at least half of their holiday shopping online, 50% said they will shop at online-only retailers, compared to 44% in 2012.
To learn more about Black Friday shoppers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: "Accenture Holiday Shopping Survey." Accenture. 7 Oct. 2013. Web. 11 Oct. 2013.]