25% Of Americans to Do Some Type of Holiday Shopping Via Mobile

Posted on October 25, 2012


     In a study done by Accenture that I don’t find particularly surprising, approximately 25% of Americans plan to do some type of holiday shopping via a smartphone or tablet this upcoming season.  This is up from 17% last year, and something tells me that this number is only going to get bigger in the coming years.  

     Two key dates that really drive this number are (1) Black Friday and (2) Cyber Monday.  The study sites that people will look for deals on Black Friday and shop for the best price online to get as many possible deal prices as possible.  Cyber Monday has grown into one of the largest shopping events of the year, and its growth is arguably reflected by the similar curve in tablet and smartphone adoption.  I personally think the numbers predicted by the Accenture study might be slightly higher when we look back and see what the true numbers were (sometimes the tryptophan from that turkey will keep you glued to the couch, and therefore your smart devices are all you’ll have!). 


Davis Wood, Senior Account Manager, SiteMinis Inc


25pc US consumers to make holiday purchase via mobile: report



October 25, 2012

Gilt mobile site

The mobile medium holds revenue power this holiday season as a quarter of the U.S. population plans to use a tablet or smartphone to shop for gifts, according to a new report by Accenture.

Results of the Accenture Holiday Shopping Survey revealed that 51 percent of U.S. consumers have made holiday shopping plans and will purchase gifts with disposable income that they have set aside. Mobile and digital outposts will be key drivers for transactions during this time.

“We believe that the high-end U.S. consumer remains healthy,” said Chris Donnelly, managing director at Accenture’s retail practice, London. “The study is encouraging for the luxury sector as more consumers have planned ahead and saved up for their holiday spending, and they expect to spend a little more.

“However, securing that impulse buy won’t be easy,” he said. “Stand-out products and a unique shopping experience will be crucial.”

The Accenture Holiday Shopping Survey is based on an online survey of 500 U.S. consumers taken in October 2012.

Phone it in
The amount of consumers who plan to buy holiday gifts via smartphones and tablets – 25 percent – is up from 17 percent in the 2011 survey.

The top reason that survey respondents will shop via mobile is to compare prices while in a store.

Twenty-three percent plan to shop from Black Friday – the day after Thanksgiving – to the end of November. This is an increase from 19 percent in the 2011 survey results.

In addition, 56 percent of respondents are likely to participate in “showrooming.” After seeing a product in-store, they will search online for the best price and purchase online.

Twenty-seven percent of these shoppers are likely to make this particular purchase on their smartphone or tablet while shopping in-store.

“The key to mobility is easy accessibility and staying top of mind,” Mr. Donnelly said. “There is a limit to the number of apps that a brand can have.

“Luxury marketers should focus on creating a relationship with the customer, such as providing them with exclusive access or help them ‘remember’ items when they see them,” he said.

Furthermore, 34 percent of respondents are likely to shop on Cyber Monday. Forty-five percent are looking for free shipping offers.

Forty percent are looking for the best online deals on Cyber Monday while 37 percent will shop online to avoid crowds.

Fifty-four percent of respondents prefer to shop online over in-store.

Savings accounted
Meanwhile, other results from the Accenture Holiday Shopping Survey show that consumers will spend an average of $582 on gifts this holiday season.

Twenty-three percent plan to spend more than $750.

Fifty-two percent of respondents plan to increase their spending by $250 or more.

Five percent of respondents will be “extravagant” while holiday shopping while 8 percent said that they will “splurge”.

Forty percent plan to cut back on spending compared to 46 percent in 2011 and 52 percent in 2010.

Furthermore, 63 percent of respondents plan to spend the same amount on holiday gifts as last year. Of these, 24 percent are spending the same because living expenses have increased compared to 34 percent who said this in 2011.

Forty-five percent of consumers said that high gasoline prices will negatively affect their holiday spending.

In terms of gifts, 51 percent of respondents want apparel and 52 percent want gift cards.

Twenty-four percent expect to buy four-six gift cards this year as gifts.

The desire for gift cards is evident among both male and female consumer groups according to another recent report from American Express Publishing and Harrison Group (see story).

Thirty-eight percent of respondents who receive gift cards plan to treat themselves to something that they would not ordinarily buy.

Additionally, 16 percent of respondents plan to buy a smartphone or a tablet as a gift and 11 percent will give charity donations as gifts.

“This season will be about capturing spend early,” Mr. Donnelly said. “The data shows that consumers have planned their spending and they are reluctant to put purchases on credit cards, and that could impact the level of impulse buying of higher priced items.

“Luxury marketers should create a sense of urgency among consumers by emphasizing the unique nature of the product and its limited availability,” he said.

Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York