Search Engines Top Stop for Holiday Shopping Research - eMarketer

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Search Engines Top Stop for Holiday Shopping Research

More than seven in 10 digital buyers always research before heading to the store

September 14, 2015

The holiday season is right around the corner, and retailers should be prepared not only for an onslaught of orders, but also to meet the expectations of an ever-better-informed set of customers.

Primary Channel Used to Research Products Prior to Visiting a Store During the Holiday Season According to US Digital Shoppers, July 2015 (% of respondents)

According to July polling from G/O Digital, by October, 26% of US digital shoppers will have started in on holiday season shopping. Another 42% will join the mix in November. And they’ll expect to start receiving emails and social ads just as rapidly.

More than seven in 10 digital shoppers reported they “often or always” research products before visiting a store, and another 25.0% did so sometimes. Search engines were the No. 1 research channels used—at 62.0% when researching products, and 68.0% when researching promotions.

The survey found that the biggest factor getting shoppers in the door after that research will be competitive prices. Good discounts and promotions came in second, followed closely by stories that carry a specific desired product.

eMarketer expects a good holiday season ahead for US retailers, with total retail sales during November and December expected to grow 5.6%. Retail ecommerce sales during the same period will be up 13.9%.

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