Online vs. Offline Holiday Shoppers: Online Buyers Plan to Spend More

Forty-four percent of consumers plan to spend less this holiday season compared to last year, while only 12 percent of shoppers anticipate spending more according to a new study on consumer holiday shopping behavior from Compete.

According to Compete here is the expected holiday spend picture for 2009 compared to 2008:

Although most consumers plan to spend less or the same on holiday purchases this year, Compete finds that active online buyers have bigger budgets than other shoppers. Active online buyers plan to spend twice as much throughout this holiday season ($912 on average) as other consumers.

"Many retailers are bracing for lower online sales, but our research shows that not all shoppers are created equal," said Debra Miller, associate, Retail and Consumers Products at Compete. "While most consumers say they'll spend less this year, online shoppers seem to have deeper pockets. Smart retailers should take a much closer look at online shopping segments relevant to them to capture a larger share of wallet among online consumers."

Key findings from the Compete holiday shopping study include:

-44 percent of consumers plan to spend less this holiday season compared to last year

-12 percent of shoppers anticipate spending more.

-90 percent of consumers will spend at least some portion of their holiday budget online this year, up from 84 percent in 2008.

-42 percent of consumers reported that they are likely or extremely likely to select an "in store pick up" option if available for holiday purchases.

The Compete holiday shopping report provides survey-based insights into how consumers plan to shop and spend during the 2009 holiday season. The report was compiled from a comprehensive retail-focused survey of more than 2900 consumers fielded during November 2009. For more information about the study email Matt Pace at [email protected].
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