Where Will Consumers Do Their Holiday Online Shopping? - eMarketer

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Where Will Consumers Do Their Holiday Online Shopping?

Fewer plan to shop from a small business’ site

November 21, 2016

This holiday season, consumers will look to an array of places to do their shopping, and online will be a big destination for most. Two-thirds of affluent internet users in the US plan to visit one-stop shops like Amazon or eBay for their shopping needs, September 2016 research reveals.

Retail Sites that US Affluent Internet Users Plan to Visit When Holiday Shopping, Sep 2016 (% of respondents)

The survey from American Express, conducted by Ebiquity polled 1,540 US internet users ages 18 and older. Respondents included affluent internet users with a minimum annual household income of $100,000. Roughly two-thirds of respondents who plan to shop online during the holiday season said they plan to visit one-stop shopping networks like Amazon when holiday shopping. And nearly half said they plan to visit a superstore’s webpage directly, like Target or Wal-Mart.

Not all internet users plan to do their shopping at big retail sites. Many plan to visit online wholesale sites, like Etsy, or small business sites, such as those that are locally owned.

Consumers have already begun their holiday shopping. Data from Epsilon found that by the end of October, more than half of US internet users have already begun to cross items off their holiday shopping lists.

Time of Year When US Internet Users Plan to Begin Holiday Shopping, Oct 2016 (% of respondents)

Similar research from the National Retail Federation (NRF) also revealed that by the end of October, more than half of holiday shoppers already began buying gifts, and most said they plan to begin in November.


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