- Mommy Shoppers – Moms hold a lot of year round shopping power in the average household, and things aren’t that different during the holidays. 71% of mothers say they’ll be responsible for at least 75% of the holiday gift buying this year, and 60% of that shopping will happen online. This makes moms a key target market for retailers pushing their e-commerce promotions, as 90% of mothers said they are likely to spend more than budgeted if offered a special incentive.
- Black Friday Frenzy, Make Way for Cyber Monday Mania: While only 22% of shoppers plan to shop on Turkey Day, Thanksgiving sales are forecasted to reach $1 billion this year with the potential to surpass Black Friday sales in just five years. Consumers no longer need to throw elbows in bargain-hungry crowds at brick-and-mortar stores—70% of consumers plan to take advantage of Cyber Monday by shopping online at retailers’ e-commerce sites and mobile apps. In a recent survey by Deloitte on annual spending intentions during the holidays, 47% of consumers said they planned to purchase items online, making e-commerce a top shopping destination.
- Social media Influence & Gift Cards – Just 2% of purchases will be sparked directly by social media, but the influential social sphere will continue to play a role in the path to purchase with 36% of consumers turning to social media when deciding to check out. While social media climbs the shopper influence ladder, gift cards are already dominating consumer gift preferences – 59.4% of U.S. shoppers say gift cards are their gifts of choice. An NRF Gift Card Spending survey conducted by Prosper Insights & Analytics revealed that shoppers will spend an average of $163.16 on gift cards during the holiday season, and total gift card spending will hit almost $30 billion. With a rising dependence on mobile devices, digital gift cards will be particularly popular.
- Mobile Commerce Growth – This holiday season, mobile-optimized merchants will make 20% of their sales via mobile devices. A surge in m-commerce is a consumer-wide phenomenon, but an impressive 56% of those key mommy shoppers will use their smartphone or tablet in a store to find deals and discounts. Showrooming is still alive and well, as 63% of shoppers are likely to participate in showrooming for holiday deal-finding.
The Turkey Day Shop Trot, Mommy Shoppers and the Black Friday Dip: Holiday E-commerce Trends for 2013
While the holiday shopping season is six days shorter than last year’s, there’s no need to panic. Etailers are preparing for as many as 140 million U.S. consumers to shop online during that first holiday weekend starting on Turkey Day, with 33 million of those shoppers taking advantage of Thanksgiving Day deals. In response to this decreased holiday shopping period, retailers aren’t waiting to hype offers like one-day sales, free gifts with purchase promos, free shipping, and more during the long holiday weekend. We’ve highlighted a few of the bigger e-commerce trends to keep your eye on this shopping season: