Holiday Shoppers Are Mobile, Online and In-Store (Report)

A survey revealed that nearly one-half of all holiday shoppers make purchases online, and one-third of those online shoppers use mobile devices.

With Thanksgiving one week away, retailers, brands and online retailers are all preparing for the busiest part of their year. However, it’s important to realize that online and in-store shoppers are largely one and the same. A report from Bazaarvoice examines how to connect with different shoppers at the optimal time.

Mobile has had a huge influence on the shopping patterns of all kinds of users. On average, 46 percent of survey respondents said they would shop online and 33 percent of their online purchases would be made with mobile devices.

There is a great deal of crossover for in-store and online shoppers. Last year, during Thanksgiving and Black Friday, online sales totaled $4.45 billion. 75 percent of in-store shoppers use mobile devices while shopping, and as many as 25 percent of shoppers use mobile devices to make purchases while in-store. Consumers aren’t always accessing retailer’s websites, either; they’re also shopping socially.

Likewise, brands are increasing their social marketing budgets, according to Bazaarvoice, in an effort to target consumers more directly as they get into the swing of holiday shopping. Marketers are already convinced that social drives return on investment, and heading into this holiday season, they are likely to be proven right for supporting social-first campaigns.

For more information, download the full report from Bazaarvoice.

Image courtesy of Shutterstock.

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