Survey: More than half of U.S. consumers will shop online for holidays

Washington, D.C. –- More than half of U.S. consumers plan to make at least some of their holiday purchases online this year. According to the latest Shop.org E-Holiday 2014 Pre-Holiday Retailer and Consumer Studyconducted by Prosper Insights & Analytics, confidence in the economy is gradually improving, and two out of five consumers are starting their holiday shopping in October (or started earlier) to spread out their budgets, capitalize on promotions and avoid late-season crowds.

Online shoppers plan to spend 16% more this holiday season than all other shoppers for merchandise including gifts, decorations, greeting cards and food. All told, online shoppers expect to spend an average of $931.75.



Consumers anticipate using their smartphones and tablets to make holiday purchase decisions, primarily to research products, 42% via smartphone and 53% on tablet. Another one-third will turn to their smartphone or tablet to look up retailer information like store hours and location, among other shopping activities. Retailers are targeting these shoppers by investing in mobile email optimization as well as smartphone-paid campaigns and mobile display ad campaigns.



One-third of retailers surveyed plan to start their online marketing and promotions during the first week of November, compared to one-quarter in 2013. Top promotions they plan to most heavily emphasize include percent-off coupons, free standard shipping with conditions and online-only sales.