Most Consumers Plan to Shop Online, Led by Amazon, This Holiday Season, Says NRF Survey
Sixty-four percent of U.S. consumers plan to shop at Amazon for holiday gifts, 62 percent at Walmart and 44 percent at Target, reported the National Retail Federation Monday. An NRF survey showed one in 10 plans to shop at Best…
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Buy, but 22 percent of tech buyers will shop the electronics retailer, NRF said. Of other tech buyers, 30 percent plan to shop at Amazon, 19 percent at Walmart, 6 percent at Costco and 3 percent at GameStop, it said. Some 52 percent are “completely likely” to shop online, 28 percent very likely and 16 percent moderately likely, NRF said; 4 percent were not very or not at all likely to shop online. Of those moderately likely to shop online, 76 percent cited Amazon as their top destination vs. Walmart at 11 percent, Target at 4 percent and Best Buy at 1 percent. Toys (48 percent) are the top item consumers plan to buy in the holiday season; 43 percent plan to buy electronics. Consumers are responding to the choice they have for shopping: 26 percent plan to use buy online, pickup in store (BOPIS), 25 percent are very likely; 5 percent said they weren’t at all likely to use BOPIS. Some 61 percent of consumers plan to use a retailer app to shop this season; 15 percent were not very or not at all likely to app-shop. Electronics scored third (computer, tablet) and fourth (digital watch) on most-wished-for gifts under $250, and the Fitbit Versa 2 smartwatch led brand-specific wish lists; Apple Watch Series 3 and AirPods were listed third and fourth. Men’s brand-specific lists showed Nintendo Switch, AirPods, Fitbit Versa 2, Powerbeats Pro headphones and Apple Watch. Some 95 percent of Christmas shoppers expect to visit at least one physical store for gifts through Christmas. NRF increasingly is taking a hybrid view of retail: “It’s not physical or digital; it’s physical and digital,” it said.