Holiday shoppers spent more online than in-store last week


Holiday shoppers spent more online than in-store last week

With Halloween behind us, consumers are turning their attentions to the winter holidays. As of November 7, 61% of respondents in the latest Compete Holiday Insights™ survey indicated they had begun their Holiday shopping. There is still plenty of shopping ahead, though, as only 14% of consumers had completed more than half of their expected shopping.

Last week marked a turning point in where people are spending their money. For the first time since the beginning of October, people shopping for Holiday items spent more money online than in-stores. On average, consumers spend $185 online, up 30% from 2 weeks prior, where as offline spend averaged $175, down 32% from 2 weeks prior.

Amazon is still the go-to online retailer, but is losing ground. While shopping at Amazon decreased 6-percentage points to 47% of online shoppers, fellow online pureplays eBay and Overstock garnered attracted more shoppers. Purchase rate at eBay increase 7-percentage points to 25% and Overstock’s increased 4 points to 13%. When it comes to brick and mortar e-retailers, 16% of shoppers reported purchasing Holiday items from Walmart.com versus 10% from Target.com. Sears.com saw a 4 point bump in shopping, up to 9%, perhaps due to its 3-Day “Better Than Black Friday Sale” last weekend.

All product categories saw increased shopping relative to 2 weeks prior, with the largest increases in Clothing and Shoes, Toys and Games, and Movies and Video Games.

Compete Holiday Insights™ will be your source for tracking consumers’ online and offline holiday shopping, so check back in two weeks for pre Black Friday shopping trends.

About Debra Miller Arbesman:
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.