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.
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.
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.