The holiday shopping season seems to get earlier and earlier every year. According to the Compete Holiday Insights™ survey, consumers have already begun crossing items off of their shopping lists. As of October 11, half of consumers surveyed had started their holiday shopping for the year and 16% had completed at least 25 percent of their shopping.
Among people shopping during the week of October 4-10, clothing and shoes as well as toys and games were the most shopped items, with 37 percent and 33 percent of shoppers that week purchasing these items.
These early birds favored brick-and-mortar merchants, like Wal-Mart and Target, spending on average $128 on in store purchases, versus $103 online.
Compete Holiday Insights™ will be your source for tracking consumers’ online and offline holiday shopping, so stay tuned for more posts like this in the coming weeks.
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.