How important is convenience to motivating online holiday shoppers?
According to Adobe’s 2016 Digital Insights Shopping Prediction, lower prices and free shipping remain the primary reasons people shop online during the holiday season, but convenience is on the rise.
Based on a survey of 1,000 consumers conducted as part of the report, better product variety, avoiding traffic/lines, and the ability to shop from work all increased this year as reasons to shop online during the holiday. While dominant overall, access to good deals and free shipping decreased in importance this year.
“It’s clear that consumers have become more comfortable spending money online,” said Tamara Gaffney, principal analyst at ADI (Adobe Digital Insights), in a blog post. “The convenience of not having to go into stores and deal with the stress and strain that take place during the holidays looks like one of the primary drivers for online sales growth this holiday season.”
Adobe said consumers may be willing to pay a premium for the convenience of shopping online. However, the authors added, “This trend may be too new still and not yet used by enough consumers for brands to begin testing it, but it is something to consider as you craft your strategy.”
A study earlier this year from CitiXsys Worldwide found that 71 percent of North American consumers regard e-commerce as significantly more convenient than shopping in bricks & mortar stores. CitiXsys likewise believed the reason is because consumers have grown more accustomed to researching and shopping online coupled with ongoing enhancements in online shopping, including quicker delivery and BOPIS. Another advantage, CitiXsys found, is that online shopping sometimes is able to deliver targeted offers based on past purchases.
Adobe’s report predicts overall online spending will expand another 11 percent over the holidays.
- New Survey Reveals Most Employees are Shopping on the Sly – Robert Half Technology
- Here’s how Cyber Monday is different from Black Friday – CBS News
- Adobe Predicts Record $91 Billion in Sales This Holiday Season – Adobe
- Bricks-And-Mortar Need To Get More Connected (Study) – Marketing Magazine
- Europe and North America: A Study in Omnichannel Contrasts” – Citixsys
DISCUSSION QUESTIONS: Does convenience become a bigger differentiator for online shopping during the stress of the holidays? Do you believe more consumers are willing to pay a premium for that convenience than in the past? Has convenience, more so than savings, become the primary driver of online’s gains in recent years?