Holiday Marketing to Women: Online Shopping Rules!

November 13, 2013 § Leave a comment

wanders_target_bullseyeThe stores are already decked in Christmas decorations.  Santa has shown up in some malls.  The holiday television spots have started.  And retailers are planning moving up the selling season from Black Friday to Thanksgiving Day.  The holiday reports point to a holiday shopping season that will start online and continue in full force through December.

 eMarketer says the US holiday season online retail commerce spending will be up 15.1% over last year and will reach $61.8 billion.  November and December spending will account for nearly one-fourth of all retail ecommerce spending for 2013.  Total holiday sales are expected to top $602 billion, up 3.9% from last year.

Deloitte‘s annual report shows that 47% of internet users expect to shop online this holiday season and 38% of respondents said they would spend at least half of their budgets online.  Where are they shopping if they are not online:  some 44% said they would shop at a discount or value department store, 28% planned to shop at a traditional department store, and 21% anticipated going to an electronics, office supply or computer store.

The National Federation of Retailers says that online holiday shoppers expect to spend 20 percent more than other shoppers.  The online shoppers expect to spend a net average $884.55 on gifts, decorations, food and more this holiday season, compared with an average $737.95 among all holiday shoppers.

The Google 2013 Holiday Shopping Intentions Study reports that  64% of women, compared with 56% of men, are more likely than men to start shopping early and purchase on the big days.  But some 41% will still be shopping in December.

And shopping has already started.  More than 40 percent of holiday shoppers said they started their shopping in October or before.   Two-thirds of online holiday shoppers started early to help spread out their budget. Another half want to avoid the stress of last-minute shopping and the crowds.  This holiday season will continue to highlight the importance of  smartphones and tablets in shopping.  Shoppers will use them to research products, compare prices, look up retailer information, and redeem coupons.

Value will continue to be important.  Many say they are focusing on what they need and will be making practical purchases this year.  Google finds that 81% of shoppers will rely on discounts, 76% will take advantage of free shipping, and 60% will act on purchase incentives.

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