Surveys

Here’s How Consumers Plan to Shop This Holiday Season

SurveysOct 24, 2018

Here’s How Consumers Plan to Shop This Holiday Season

According to a survey from NPD, more shoppers intend to patronize brick-and-mortar stores than last year.

Port Washington, N.Y.—The NPD Group polled a group of consumers to gauge their holiday 2018 shopping plans, and participants indicated more interest in brick-and-mortar shopping than last year.

A total of 3,605 people in the United States completed the “Holiday Purchase Intentions Survey.”

Unsurprisingly, 77 percent of survey-takers said they would do some of their holiday shopping online.

But notably, six out of 10 people said their shopping plans included in-store shopping at brick-and-mortar retailers, a 3 percent increase from last year. Forty-two percent indicated they would patronize mass merchant and discount stores, 24 percent said they would shop at national chains and 23 percent at department stores.

“While their sales are growing, retailers selling primarily online shouldn’t rest on their past success,” said The NPD Group’s Chief Industry Advisor Marshal Cohen. “They have to continue to create and find ways to close the deal more effectively and reduce the number of digital shopping carts abandoned before the final sale is completed.”

The NPD advised that retailers continue to emphasize creating the best omnichannel retail experience possible, particularly since product research happens primarily online, rather than on TV or in magazines and catalogs.

Cohen continued: “The traditional division between online and in-store retailing continues to shift and blur. Traditional store retailers are upping their online games these days, while they are also finding ways to drive traffic to stores with improved efficiency, more entertaining shopping experiences and better value.

“Online retailers are also finding ways to blur the retail divide in their own ways, offering lower prices and shipping options that get products to consumers faster than ever.”

When it comes to online shopping options, survey participants listed Amazon, which is still primarily an online-only company, as the top destination and 70 percent said their shopping would include online-only businesses.

More than half of consumers polled said they would research gifts before purchasing on Amazon.com, while 37 percent said they would look at consumer reviews and another 37 percent said they would find information via search engines.

“Where shoppers make their buying decisions is a critical step in the holiday shopping process,” Cohen said. “Product research increasingly happens online, first at major shopping sites and on social media, these days. TV, magazines and catalogs are far less important than they once were.”

Brick-and-mortar-only shoppers indicated they planned to spend an average of $492 this year, while

those also shopping online said they would spend $748.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

AuctionsApr 16, 2021
Try On This Diamond and Pearl Tiara Before It Heads to Auction

Sotheby’s created an Instagram filter for the crown, estimated to sell for up to $1.5 million.

CollectionsApr 16, 2021
Supplier Kim International Revives its Catalog

It showcases 2021 and 2022 styles, with most ready to ship from Dallas, Texas.

TrendsApr 16, 2021
Piece of the Week: Anthony Lent’s ‘Lunar Galaxy’ Earrings

Colorful gems enliven a classic celestial motif.

Brought to you by
4 Reasons You Need This Program for Mother’s Day

Learn how to increase customer loyalty and revenue by making JM™ Care Plan a cornerstone of your business plan.

TechnologyApr 15, 2021
Blue Nile Hires Amazon, Timex Execs

The jewelry retailer named a new chief operating officer and senior vice president of supply chain.

Weekly QuizApr 16, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of April 12-16, 2021.
Take the Quiz
CollectionsApr 15, 2021
Check Out Stone and Strand’s First Bridal Collection

All six styles are priced under $2,000.

GradingApr 15, 2021
GCAL Introduces Its New Cut Grade Standard, 8X

Diamonds must receive a grade of “excellent” across eight criteria to be deemed an 8X.

Brought to you by
Evaluating Your Inventory For Success in 2021 

After months of pandemic-driven social distancing, restrictions and lock-downs, consumers will be excited to visit your store. Now is the time to ensure you have the right inventory on-hand to capitalize on that excitement!

GradingApr 15, 2021
GSI Expands With New Lab in Jaipur, India

The facility will take advantage of its location in the colored stone hub with a division dedicated to geographic origin and identification.

×