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Mass and e-retailers battle to be top holiday shopping destination


DENVER — An estimated 28% of shoppers plan to do most of their shopping at mass retailers versus 26% who will opt to shop online retailers this holiday season, according to an ongoing shopper behaviour study conducted by The Integer Group and M/A/R/C Research.

Holiday shoppers plan to cash in on a range of offers and value-add services this holiday season. Free shipping continues to be the most popular offer for holiday shoppers, with 58% of shoppers reporting they expect to take advantage of it this holiday season.

Retailers may be starting their holiday marketing efforts earlier each year—even as early as September—but shoppers are not getting in the spirit earlier. The majority of shoppers (51%) expect to do most of their shopping during December, and many shoppers (29%) are doing most of their planning during this time as well.

Although experience is not often the top consideration for where to shop for the holidays, it can play a critical role for many shoppers with 37% saying that having an enjoyable shopping experience is important to them as shoppers in general.

Additional findings include:

  • 33 percent of millennial shoppers do most of their holiday shopping during Thanksgiving weekend.

  • Married couples and individuals living with a partner expect to spend $713–$744, on average, which is more than any other demographic.

  • 40 percent of shoppers will take advantage of Black Friday deals.

  • 35 percent of shoppers will take advantage of last-minute deals.

For more information on holiday shopping behaviors, download the full study.

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