Consumer Confidence Up, Holiday Shopping On - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Consumer Confidence Up, Holiday Shopping On

Online retailers prove to be more popular than a variety of brick-and-mortar stores

November 1, 2013

Have holiday shoppers in the US shaken off their fears of economic uncertainty yet? An October report from Deloitte seems to think so. The professional services firm reports a rise in consumer confidence in 2013, and it expects those feelings will translate to higher spending around the holidays this year. And a lot of holiday purchases will be occurring online.

In fact, Deloitte reports that 47% of respondents expected to shop online this holiday season, making it the most popular shopping channel. In comparison, 44% thought they would shop at a discount or value department store, 28% expected to shop at a traditional department store, and 21% anticipated going to an electronics, office supply or computer store.

Locations Where US Internet Users Expect to Shop This Holiday Season, 2011-2013 (% of respondents)

Digital retail channels are also gaining the lion’s share of shoppers’ holiday budgets. Thirty-eight percent of respondents said they would spend at least half of their budgets online, while just over one-third expect to spend between one-quarter and one-half of their money on the internet.

Percent of Holiday Budget that US Internet Users Expect to Spend Online, Sep 2013 (% of respondents)

Smartphones are making their presence felt, with almost seven in 10 indicating that they plan on using their smartphone for a variety of purposes during the holiday shopping season. Respondents indicated they would more often use smartphones to find store locations (56%), research prices (54%) or get product information (47%) than to shop or browse products online (45%).

Social media is also increasingly becoming part of the holiday shopping experience, with 45% of respondents saying they would use a social network while considering purchases. The most popular reason for using social media was to research a gift idea (48%), followed by researching discounts (44%), reading reviews or other recommendations (40%), browsing products (37%) and checking out what family or friends desire (35%).

eMarketer estimates US holiday season retail ecommerce spending, which includes all digital purchases made in November and December, will reach $61.8 billion, up 15.1% over last year. The last two months of the year will account for nearly one-quarter of all retail ecommerce spending for 2013.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.