By Laura Albert, Market Insights Analyst
It’s not news that more consumers are trading in the in-store holiday shopping experience for the convenience of online shopping. In-store Black Friday sales were flat this year while Cyber Monday sales beat forecasts, making it the largest online sales day in history. This trend doesn’t seem to be changing anytime soon, so it’s important for retailers to keep track of who is doing their holiday shopping online and how online shoppers’ profiles are changing.
Since the beginning of September, CivicScience has been polling U.S. consumers on their intent to shop online this holiday season. When analyzing results from November 19 to December 7, we found that of those who plan to shop this holiday season, 80% of adults will be doing at least some of their shopping online and 39% will be doing over half of their holiday shopping online. Last year during the same time-frame, only 33% of adult holiday shoppers planned to do the majority of their shopping online. Not only are more consumers holiday shopping online, but more are doing the majority of their holiday shopping online.
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