More Shoppers Turning to eCommerce This Holiday Season

Online ShoppingRetailers are preparing for the flock of early morning shoppers who will descend on brick and mortar stores on Black Friday – the morning after Thanksgiving. And online retailers are gearing up for Cyber Monday, when their apps will be put to the ultimate eCommerce test. But increasingly these two worlds are merging. A new study shows that more shoppers than ever plan to do their Black Friday bargain hunting online.

From shopping to research, your eCommerce site better be ready for a wave of traffic in the coming weeks. From Internet Retailer:

Black Friday this year promises to be more digital than last year, suggest survey results from Accenture. The management and information technology consulting firm says that 30% of consumers will do most of their day-after-Thanksgiving shopping online this year, up from 25% who said the same in 2012. …

A separate survey from the National Retail Federation finds that nearly half of consumers expect to go online to research gift ideas.

Shopping around for gift ideas won’t be contained to retail sites, though. According to the Nation Retail Federation survey, shoppers will go to different types of online media to find the perfect gift idea.

  • 47.9% of consumers will seek out holiday gift ideas online
  • 21.5% will use e-mail marketing messages
  • 14.0% will use Facebook
  • 10.1% will use retailers’ apps
  • 7.2% will use Pinterest

And those numbers don’t account for shoppers who will use apps while in physical stores. This year, 55% of Accenture’s survey respondents expect to shop in some form on Black Friday, and 38% plan to shop on Thanksgiving Day itself.

Make sure your retail or eTail app is functional, usable and ready to stand up to the traffic load. (If you’re concerned your retail app isn’t ready for prime time, check out our free resources: Retail App Testing and Optimized eCommerce.)

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