Digital Shopping Takes Over

E-commerce retailers continue to win the hearts, minds and dollars of holiday shoppers. This season should be their strongest yet, according to Nielsen’s 2016 holiday trend report.

The increased popularity of digital shopping crosses generations, but Millennials are leading the way with 25% planning to increase their online expenditures this holiday season.

Overall, 19% of U.S. shoppers are planning to spend more online, up from 17% in 2015.

This holiday season, digital shopping will play a major role in retail holiday sales, Nielsen finds

According to Nielsen’s bi-weekly Omnibus English language survey of 1,159 adults aged 18+, as of Nov. 11, consumer sentiment around online shopping is outpacing in-store.

Fifty-eight percent of shoppers stated that they have purchased their holiday gifts online compared to 40% in big-box retail stores and 25% in department stores.

“For retailers, the winning strategy for this holiday season will be to get digital right,” said Thom Blischok, Strategic Retail Advisor to Nielsen.

“In today’s digital landscape, it’s no longer just about promotions, it’s about effectively engaging with the omnichannel consumer. Malls will need to go very deep on discounts early to attract shoppers and bricks and mortar stores will really need to provide a captivating, in-store experience to properly compete,” he said.

So, keep an eye out for deeper discounts, earlier than you’ve seen in previous years.

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