According to the latest research from Rubicon Project, six in 10 Americans plan to shop during the Thanksgiving holidays. Based on the answers from 1,000 consumers aged 18+, Rubicon found that consumers prefer to shop from the comfort of their home or office these days, with Americans set to spend an average $1,051 over the holidays. At least 3 in 4 shoppers plan to shop online.
mCommerce is on the rise this year, with almost half of shoppers in the US, UK and Canada shopping via their tablets or smartphones. However, only in the UK does online shopping (77%) outscore in-store purchases (76%) in 2015.
Many shoppers are using mobile devices this holiday season
Joe Prusz, Head of Mobile, Rubicon Project, says:
“The biggest consumer trend we are seeing this year is a massive shift in behavior and engagement with consumers signaling they are just as comfortable making purchases online and mobile as they are in store. Importantly, consumers aren’t just going online, they’re going to their favorite mobile devices, with 44% planning to use a smartphone or tablet to make holiday purchases. With consumers taking control of when and where they shop, it’s clear that it will be a very merry mobile Christmas.”
Shoppers are generally motivated to shop more online due to greater convenience as well as lower prices (62%). Interestingly, neither free shipping nor avoiding crowds are motivating factors to buy online.
Convenience is the key driver for eCommerce
Dallas Lawrence, Senior Vice President, Rubicon Project, explains:
“This year we are seeing a relatively confident consumer heading into the holiday season with most planning to spend the same or more as last year, over $1,000. We saw many shoppers begin their holiday shopping before Labor Day and they’re shopping whenever and wherever they can – late at night, on the go, at the gym or in retail stores. To capture the greatest share of holiday shopping retailers really need to embrace the always on consumer with the right mix of online, in-store and mobile engagement.”