Online shoppers are starting—and finishing—earlier than offline shoppers

It may not be Thanksgiving yet, but consumers have already begun Christmas shopping online. Indeed, a study by Feedback Research, a division of Claria Corp., found that consumers plan to start and finish up their online holiday shopping earlier than their offline shopping.

Feedback Research analyzed actual online behavior of tens of millions of Claria’s users from Sept. 1 to Nov. 1 and surveyed a random sample of those consumers to gain insight into holiday hopping behavior.

Results showed that consumers began shopping earlier this year as significantly more consumers—52% of those surveyed—said they would begin holiday shopping more than 30 days before Christmas. That number is a 9-percentage-point gain over last season. Additionally, 20% of online shoppers said they plan to wrap up buying presents eight to 14 days before Christmas whereas only 16% of in-store shoppers plan to finish early.

The survey confirmed beliefs that holiday shopping online is gaining popularity with 66% of respondents saying they will buy gifts online his year, a 12 percentage point gain from last year. Convenience was given as a reason shoppers will go online as 70% of respondent listed convenience as a primary reason vs. 61% who want to avoid crowds.

56% of respondents said they will go online to research prices before buying online, a gain of 8 percentage points over last year, Furthermore, 80% of respondents plan to research prices before buying either in stores or online. Clothing was the top choice of consumers who will make holiday purchases as 72% of respondents who plan to make online purchase said they plan to buy apparel, followed by movies and toys, each with 60%.