Study: Mass retailers more popular than e-tailers for holiday

Denver – An estimated 28% of consumers plan to do most of their holiday shopping at mass retailers, compared to 26% who will frequent online retailers. According to an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research, 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.



A slight 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. Another 37% say 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% of shoppers will take advantage of Black Friday deals.

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