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QUICK HIT: Online/Offline Rivalry Heats Up

Consumers will do nearly 40 percent of their holiday shopping online this year, up from one-third just two years ago.

According to NPD’s 2017 Holiday Purchase Intentions Survey, consumers who will be holiday shopping online are planning to spend roughly 70 percent more than their in-store-only counterparts – online shoppers anticipate spending an average of $793 this holiday season and those who will only shop in brick-and-mortar stores plan to spend an average of $467.

“Online is going to play an increasingly critical role in the 2017 holiday shopping season,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Retailers, big and small, recognize online retail’s importance and have been turning up the volume on their online strategy this year, which will only intensify during the holidays.”

NPD's study also revealed that nearly three-quarters of holiday consumers plan to do some of their holiday shopping online this year, with even higher likelihood among Millennials and Gen X.

As any savvy Web professional would assume, topping the list of anticipated holiday shopping destinations were e-commerce sites, like Amazon, Ebay, and Etsy, noted by 66 percent of consumers in this year’s survey. Mass merchants/discount stores, and their websites, were the second most popular planned destination, followed by national chains, and department stores according to NPD.

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