We are in the home stretch for holiday shopping. I've even got a couple gifts for my wife already!
Here's the latest research on who's spending what, where, when and how from Mediapost:
Among the other shopping strategies for spending less money on holiday gifts, according to online adults who will be spending less money this holiday season:
| 2008 Holiday Shopping Strategies | |
| Expectation | % of Shoppers |
| Purchase fewer gifts | 83% |
| Buy less expensive gifts | 63 |
| Shop at discount stores | 44 |
| Shop Online | 37 |
| Use coupons | 35 |
| Make gifts | 22 |
| Shop during Black Friday sales | 19 |
| Source: Harris Interactive, October 2008 | |
According to the study, 80% will purchase fewer gifts this year by buying gifts for fewer people (46%), buying a smaller amount of gifts for the same number of people (43%), or making some gifts instead of purchasing them (22%). Additionally:
- Those who shop online are expecting to either to find better deals (32%) and/or to save money on gas (24%)
- 29% will shop early to avoid impulse buys
- 12% will wait until the last minute to get more discounts
Of the 83% of online adults who are willing to make online purchases, 71% say the most popular items are books followed by music and electronics
| What Online Shoppers Are Planning to Buy | |
| Purchase | % of Shoppers |
| Books | 71% |
| Music | 62 |
| Electronics | 55 |
| Clothing | 51 |
| Travel | 50 |
| Office supplies | 39 |
| Health & Beauty | 34 |
| Source: Harris Interactive, October 2008 | |
85% of online shoppers use tools or websites to find good deals online. 56% of online shoppers use search engines to find bargains. In addition, they have found other ways to save:
| Online Tools for Finding "Good Deals" | |
| Tool | % Shoppers Using |
| Price comparison websites | 32% |
| Online coupon websites | 25 |
| Online advertisements | 23 |
| Bargain tracking websites | 12 |
| Shopping-themed social networks | 5 |
| Source: Harris Interactive, October 2008 | |
Guy King, cofounder of online coupon website RetailMeNot.com, concludes that "... consumers are becoming more strategic in the way they look for deals... coupon use, in particular, is on the rise and more consumers are realizing tremendous savings... In addition... online tools are creating new channels for retailers to reach budget-conscious shoppers... "
For additional information about the study, please visit here.
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