Data Points: Digital Holidays

Black Friday is coming, and with it, the first multiscreen shopping season

Multi-screen behavior has pervaded many aspects of consumers’ lives, and that’s certainly true when it comes to shopping. Google commissioned Ipsos MediaCT to find out how people plan to get their holiday gift-giving done this year and found that while just over half will research online and buy in store, a growing number plan to visit stores first and then look for bargains on the item online. Most shoppers also plan to switch devices during the shopping process, so retailers would do well to ensure they're present and consistent across devices. As far as what will spark consumers’ interest, the top item will be clothes, with 83 percent of consumers planning to buy apparel; followed by toys (64 percent), electronics (57 percent) and watches/jewelry (56 percent).