Retailers shift their ad spending from TV, radio and print ads to digital ads.
Online spending this holiday season will double last year's total, reaching $10 billion, says Forrester Research, Inc. Forrester says one-third of all Internet users will buy on the Web between Thanksgiving and New Year's. "As the holidays get closer and parking spaces become more scarce, 16.6 million US households will opt to visit Web sites instead of battling traffic at the local mall. This amounts to 66% more online shoppers than last holiday season," Christopher M. Kelley, analyst at Forrester, said in a statement that accompanied release of the figures. "Experienced Web users will drive household shopping this year--pushing the average spending for holiday-buying households to $603."