Online Research Will Drive Holiday Shopping This Year, Study Finds 11/04/2020 – MediaPost Communications

Consumers plan to do most of their holiday purchasing research online, according to Savanta.

Of the shoppers, polled, 81% of consumers will conduct research online, while 58% will do sooffline.

In addition, 61% will research the retailers themselves online prior to purchasing.

Another 37% will visit a store to conduct research. Furthermore, 25% will researchthe brands website and mobile app.

That probably includes some who are driven to the sites and apps with email.

Savanta, a market research agency, also reports that 83% ofconsumers prefer to spend more online than in-store due to safety concerns.

In addition, 80% are attracted by the convenience of online shopping. And 71% prefer online because they wantto avoid crowding.

Consumers plan to buy in these product categories this year:

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In a separate study, AdobeAnalytics found the U.S. consumers spent $2 billion online on Election Day a 27% increase over the same day last year and $2.2 billion the day before the election, with a 31% hikeyear-over-year.

From November 1-3, online spending totaled $6.5 billion, a 31% rise YoY.

In addition, Adobe is forecasting$16.3 billion in online sales for electionweek, from November 1 to November 7. But the day after Wednesday could see a $3 million decline.

Adobe reports that 63% of consumers will be more confident in spendingafter the election, and 26% say the outcome will affect their holiday spending.

U.S. online holiday sales will total $189 billion, shattering all previous records with a 33% YoYincrease, equal to two years growth in one season.

In 2016, online sales fell by 14% the day after the vote, and by 6% after the 2018 mid-terms.

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Online Research Will Drive Holiday Shopping This Year, Study Finds 11/04/2020 - MediaPost Communications