Nearly half (49.9 percent) of holiday shoppers plan to do the remainder of their holiday shopping online, according to the National Retail Federation’s latest holiday survey.
That is the highest number in the survey’s 11-year history, which is conducted by Prosper Insights & Analytics.
Driven by low prices and value, 45.4 percent will wrap up their shopping at their favorite department store and 37.4 percent will head to discount stores. Others will shop at electronics stores (24.1 percent), clothing and accessory stores (23.6 percent), grocery stores (15 percent) and outlet stores (13.7 percent).
“It comes as no surprise that Americans are eager to shop online in the coming weeks as busy schedules and a shift in the calendar have made the convenience offered by retailers’ mobile apps and websites even more attractive this year,” says Matthew Shay, president and chief executive officer, NRF. “Recognizing the importance of providing stellar customer experiences for their shoppers, retailers will use every opportunity to promote their products through all their channels at very competitive prices, including exclusive shipping offers and in-store events.”
When it comes to what types of gifts people have already bought, apparel and toys rank high on the list. Half (49.6 percent) say they have already bought apparel this year, and nearly four in 10 (38.7 percent) have bought toys. Additionally, holiday shoppers have filled their baskets with electronics (26.6 percent), home décor or home-related items (18.4 percent), jewelry (17.5 percent) and personal care or beauty items (19.6 percent). Slightly more than one-third (34.4 percent) have bought gift cards, which the NRF reports was the most requested single gift item of the season.