E-commerce retailers stand to benefit from shoppers’ continued affinity for online shopping, according to a report on Holiday Trends 2016 by Nielsen, a global performance management company that provides a comprehensive understanding of what consumers watch and buy.
The report states that consumers across all generations are spending more online, however millennials are leading the way, with 25 per cent planning to increase their online expenditures this holiday season. Overall, 19 per cent of US shoppers are planning to spend more online, up from 17 per cent in 2015.
Jordan Rost, VP – Consumer Insights, Nielsen commented, “With a growing appetite for all things digital, online platforms will have a more significant role in helping consumers both research and purchase gifts during this holiday season. Retailers take note, virtual environments present opportunities and unlimited growth potential for merchants – especially with the millennial – digital consumer.”
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According to Nielsen’s bi-weekly Omnibus English language survey of 1,159 adults, aged 18 above, consumer sentiment around online shopping is outperforming in-store sales. 58 per cent of shoppers stated that they have purchased their holiday gifts online compared to 40 per cent in big-box retail stores and 25 per cent in department stores.
Adding to that, Thom Blischok, Strategic Retail Advisor to Nielsen stated, “For retailers, the winning strategy for this Holiday Season will be to get digital right away. In today’s digital landscape, it’s no longer just about promotions, it’s about effectively engaging with the omnichannel consumer. Malls will need to put up more discounts early-on to attract shoppers and bricks and mortar stores will really need to provide a captivating, in-store experiences to properly compete.”
