Shoppers in the US look set to start their Christmas shopping even earlier in the year, according to new research.
A survey conducted by marketing intelligence provider Market Track questioned 1,000 consumers across the United States about their holiday shopping behaviour and found that this year 83% of shoppers plan to complete the majority of their Christmas shopping on Cyber Monday or earlier. 69% of people surveyed stated that they would shop online on Cyber Monday, rather than visiting in-store.
Cyber Monday, coined to encourage people to shop online, is held on the weekend after Thanksgiving and marks a day when retailers slash their prices ready for Christmas.
In 2014, just 11.1% planned to shop online on Thanksgiving, compared to a huge 41% who said they would this year. There was also growth in the number of people planning to visit stores on Thanksgiving; 36% this year compared to 23% last year.
Vice President of Marketing at Market Track, Traci Gregorski, said the increase in numbers was due to more options being available and the convenience of shopping online: “This holiday shopping season, shoppers will have more options to shop where and how they want than ever before and they won’t be forced to fight the crowds in-store during a single day event to get the best deals.
“The gap will close on price differences offered online and in-store, and there will be a move towards retailer messaging that emphasises making things easy for the shopper such as buy online, pick-up in-store, free shipping on out of stock merchandise, and faster delivery for online orders.”
Black Friday has only recently taken off in the UK, with both high street and online retailers cutting prices and holding large sales to entice customers, and Cyber Monday is likely to grow on this side of the Atlantic in the coming years, too.
Robert Mead, Marketing Manager at Parcel2Go.com, believes the results highlight why retailers need to have a strong parcel delivery plan in place: “With Cyber Monday predicted to be such a huge success this year, it is essential for retailers and delivery companies to start planning in advance for the likelihood of large order numbers. Speedy delivery and low prices are essential to keep customers satisfied, as is keeping customers updated on the possibility of delays.
“Retailers may also experience a spike in the number of people shopping online from overseas, which is why they should have the fastest and most price efficient international delivery services in place. This ensures that they are able to offer the best services to all customers.”