Consumers Shift More Holiday Shopping Online, ShopRunner Finds

Online channels will see a higher level of spending, and attract a greater proportion of shoppers' dollars this holiday season, according to a consumer survey conducted by ShopRunner, the members-only service for online shoppers that provides free two-day shipping, free returns, and other member benefits across 100+ online stores.

ShopRunner, which connects high value online shoppers with  brands such as Toys"R"Us, Brooks Brothers, Calvin Klein, Tommy Hilfiger, GNC, American Eagle Outfitters, Blue Nile, Neiman Marcus and hundreds more, surveyed about 750 of its members on their holiday shopping intentions. Among the key findings:
  • Consumers plan to spend more online. Some 40 percent of the ShopRunner members surveyed say they are likely to spend more money online this year than last year. Additionally, online channels will play a bigger role in shoppers' plans in general, continuing the multi-year shift from brick-and-mortar stores. Over 40 percent of those surveyed plan to make a higher percentage of their purchases online vs. last year.
  • Online shopping will start earlier. ShopRunner members shared that they plan to start their holiday shopping earlier this year. Among those who intend to increase their online shopping for 2014, 57 percent (more than half of whom are women) say they will begin before Thanksgiving.
  • Members are also shopping for themselves. Fifty-two percent of members plan to shop for themselves this holiday season. Nearly 20 percent of these self-gifters plan to purchase big-ticket items priced at $1000+.
  • Delays from last year are not deterring shoppers this year. Seventy-two percent of shoppers said that the nationwide holiday shipping delays of 2013 have not impacted their approach to holiday shopping this year.
"Clearly, ‘tis the season to be online — for both consumers and retailers. The results of our survey show that the growth of online shopping is far from reaching a plateau.  As such, retailers need to invest in making their online shopping experience even more accessible, engaging, delightful and competitive," said Scott Thompson, CEO of ShopRunner.  "We also found that more and more consumers are starting their shopping earlier in the year, and for a multitude of reasons. The holiday shopping window for retailers has been significantly extended."

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