What To Expect From The 2013 Holiday Shopping Season

November 21, 2013
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Written by Kariann Prewozniak

Based on a recent Holiday Shopping Survey by Accenture the 2013 Holiday shopping season is expected to be bigger and start earlier then ever. It will be important for retailers to embrace the move to online shopping by utilizing marketing tools like blogger outreach to target these consumers.

Here’s what retailers are expecting from the Holiday shopping season this year….

  • Holiday sales will increase. The average consumer plans to spend $646 on gifts this holiday season verse $582 last year. This is an 11 percent increase over the last year.
  • Black Friday will draw more shoppers this year then in the past 5 years, 55 percent of shoppers say they are likely to shop on this traditional shopping day, compared to 53 percent in 2012, and 44 percent in 2011.
  • Black Friday sales are shifting more heavily to online shopping, 30 percent said they will do most of their Black Friday shopping online, compared to 25% in 2012.
  • More shoppers are likely to participate in “showrooming” this holiday season: going into a physical store to see a product and then searching online for a better price and making their purchase online- 63 percent this year vs. 56 percent in 2012.

With the average consumer expected to spend 11 percent more on gifts this Holiday season and 6 days less between Thanksgiving and Christmas retailers are forced to start their advertising earlier this year then before. Nearly 73 percent of respondents said they had already started their holiday shopping or plan to do most of it by the end of November.

The increase in online shoppers and “showrooming” also presents a new challenge for retailers to catch the eye of these ‘sensible’ multichannel shoppers. “To be successful, retailers must be able to satisfy consumers who, more than ever, want to shop on their terms and expect every step in the journey to be a seamless one, whether they are online, shopping in a store or using their phones. The list of consumer expectations of how they should be able to shop – from finding the same prices and promotions in a store as they do online to buying online and returning to a store – is getting longer every day. Increasingly, holiday-season winners will be defined by their ability to deliver a seamless experience to the consumer.”

 

Check out the entire Holiday Shopping Survey by Accenture here.

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