A new study from enterprise data and analysis firm Qualtrics surveyed 1,100 consumers to find out how they choose to shop during the busiest shopping time of the year. The firm discovered that while users enjoy their Cyber Monday shopping experience, many will still be heading to the stores this holiday season.
Only 28 percent of those surveyed reported they would be shopping for post-Thanksgiving deals exclusively online. While 56 percent of American shoppers said they would be supplementing their online shopping experience by heading to brick-and-mortar stores for Black Friday deals.
"American marketers have done a masterful job at crafting the traditional kick-off of holiday shopping into an event most shoppers revere," said Qualtrics Chief Marketing Officer Danielle Wanderer.
"There's no other single day of the year when American shoppers drop their mouse and head to their favorite brick-and-mortar retailer."
Qualtrics reported that 10 percent of surveyed participants will be purchasing holiday gifts on their mobile device. With another 55 percent saying they wouldn't be doing any online shopping this holiday season.
No matter where they shopped, consumers reported they'd be spending big this holiday season. Two-thirds of those surveyed reported they would be spending at least $600 on holiday gifts this year. Another 14 percent said they could see themselves spending over $1,000 dollars on gifts in 2012.
The push to spend big bucks on holiday gifts is expected to pay major dividends this year. According to a recent study by the National Retail Federation, shoppers will spend over $586 billion on gifts this holiday season. The mark would represent an over 4 percent increase from this time last year.
As expected, finding deals was the biggest factor for holiday shoppers this year. Half of consumers surveyed said that finding discounts was the most influential factor for their holiday shopping experience.
Research for the study was done by Qualtrics and Research Now. The two firms used social media data and consumer opinion surveys to discover holiday shopping trends. The study was conducted over a three-day period in early November.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014