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Friday, November 6, 2009 |
Caution—and seeking online deals—are the vogue this year, says a new survey
Comparison shopping has become an important part of consumers’ buying decisions with 46% of shoppers planning to conduct more online comparison research during the holiday shopping period this year than last, according to a survey just out from About.com.
The survey of 1,056 consumers conducted between Sept. 14 and 30 found that 25% are planning to buy less expensive gifts this year and 23% said they are planning to make gifts. 32% said they will buy gifts only when they are on sale during promotional periods, such as immediately after Thanksgiving.
In addition, 55% of consumers said the economy has affected major purchase decisions:
- 38% said they are saving more and spending less on major purchases than ever before.
- 17% said they will never spend as much on major purchases as they did before the recession.
Retailers will have to be quick to capture some sales: 27% of consumers in the survey said they planned to start their holiday shopping earlier this year than last.
The Internet has become an integral part of their shopping plans:
- 46% said they will do more comparison shopping .
- 37% said they will be seeking out free shipping for online purchases.
- 24% will look for online coupons.
Respondents are part of About.com’s user panel or subscribers to About’s newsletter:
- 41% are age 41-54 and 54% are age 55 or older.
- 33% have household incomes under $50,000, 37% have income of $50,001-$100,000, 13% have $100,000 or more. 17% would not reveal their income.
- The female-male split is 73-27.
On the travel front, the About survey found 76% of consumers saying they are not planning to travel over the holidays (52%) or will cut back on holiday travel (24%). Of those who are traveling, 40% plan to increase their online research prior to booking travel.
About.com is a web site that offers expert advice on a range of topics.
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