Online Holiday Spending to Outpace In-Store Sales

NORTH AMERICA–As the holiday season quickly approaches, U.S. consumers who will be holiday shopping online are planning to spend roughly 70 percent more than their in-store-only counterparts, according to The NPD Group.

April 6, 2018

Online Holiday Spending to Outpace In-Store Sales

Online shoppers are expected to spend an average of $793, while in-store-only shoppers will spend $467.


The findings are part of The NPD Group’s 2017 Holiday Purchase Intentions Survey.

“Online is going to play an increasingly critical role in the 2017 holiday shopping season,” says Marshal Cohen, chief industry analyst, The NPD Group. “Retailers, big and small, recognize online retail’s importance and have been turning up the volume on their online strategy this year, which will only intensify during the holidays.”

According to the survey, online shoppers anticipate spending an average of $793 this holiday season. Meanwhile, those who will only shop in brick-and-mortar stores plan to spend an average of $467.

Furthermore, almost 75 percent of holiday consumers plan to do some of their holiday shopping online this year, with an even higher likelihood among Millennials and Gen

X. Topping the list of anticipated holiday shopping destinations were online-only sites like Amazon, Ebay and Etsy. Mass merchants/discount stores, and their websites, were the second most popular planned destination, followed by national chains and department stores.

“New online competition is emerging every day giving consumers more options, but also creating more noise and shopping confusion,” says Cohen. “The key for traditional retail continues to be an omni-presences approach that muffles that noise, synthesizes brick and click strategies, and keeps your brand top of mind for consumers throughout the holiday season.”

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