2013 Holiday Spending Spike Will Be All About Digital

2013 Holiday Spending Spike Will Be All About Digital image ID 100493582013 Holiday Spending Spike Will Be All About Digital

How much are you planning to spend on gifts this holiday season? If you’re a typical consumer, you’ll plunk down $646, which is roughly 11 percent more than you spent last year.

So why is it a good thing that you’re going to spend more money this year? For starters, you’re probably going to get a lot more bang for your buck. And we have the vast wonders of digital deals and discount opportunities to thank for it.

From online bargains too good to be found in stores, to mobile coupons that make an ordinary sales price a suddenly irresistible one, connected consumers will not struggle to find a deal this year, experts say.

According to the findings of Accenture’s freshly published annual holiday shopping survey, consumers now expect to shop “seamlessly” across in-store, online and mobile channels this holiday season.

In fact, the survey shows that 63 percent of holiday shoppers will engage in “showrooming” this holiday season, the practice of entering a brick-and-mortar store only to gander in person at items that they will likely return home to find at a better price online.

2013 Holiday Spending Spike Will Be All About Digital image ID 100832282013 Holiday Spending Spike Will Be All About Digital

At the other end of the spectrum, however, 65 percent of shoppers will also do their fair share of “webrooming” – browsing for goods online but eventually purchasing them at a store.

“Survey respondents said that avoiding shipping costs (47 percent) and being able to touch and feel a product before purchase (46 percent) were their primary motivations for webrooming,” Accenture reports.

Although eMarketer projects that retail ecommerce holiday sales in the U.S. will increase by at least 15% again this year, online shopping hasn’t deflated by any stretch the imagination the public’s interest and desire to participate in Black Friday, which the retail industry still regards as the first official day of the holiday shopping season.

Survey data from Accenture reveals that the “lure of Black Friday” is now at its highest level since 2008. 55 percent of shoppers expect to brave the long lines and retail madness this year, compared to 53 percent in 2012, and just 44 percent in 2011. Even so, the power of eCommerce will still be felt. All told, 30 percent of consumers will likely do most of their Black Friday shopping online. Just 25 percent did the same in 2012.

“The average dollar spend is trending up, and we are seeing a consumer mindset shifting from ‘cautious’ to ‘sensible,’ which is good news for retailers,” says Chris Donnelly, global managing director of Accenture’s Retail practice. “However, retailers are mindful that during the 2013 Thanksgiving-Christmas shopping period, they will have six days less in which to tempt shoppers through their doors, so many will go big and go early. Thanksgiving Day shopping is now a firm fixture in the holiday season. We will see more stores opening early on that day in order to capture their share of consumer spending. Although retailers’ main draw on Thanksgiving Day and Black Friday will be ‘doorbuster’ deals, shoppers will be demanding discounts of 30 percent or more throughout the season.”

Image courtesy of arztsamui / FreeDigitalPhotos.net

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