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NEW YORK — We've all heard of the rise of showrooming, but a new holiday shopping survey by Accenture says "webrooming" will actually be more popular this holiday season.
Showrooming is the consumer practice of shopping competitors for comparisons online while in a retailer's store. Webrooming is sort of the opposite - shopping online first and then taking a trip to the store to see the item first hand and seal the deal.
According to the new Accenture Holiday Shopping Survey, more shoppers are likely to participate in showrooming this holiday season vs. last year (63% vs. 56% a year ago,) but even more - 65% - say they plan of partake in webrooming.
"Survey respondents said that avoiding shipping costs (47%) and being able to touch and feel a product before purchase (46%) were their primary motivations for webrooming," according to a release.
Accenture, a global management consulting, technology service and outsourcing firm, surveyed 500 U.S. consumers in September for the report. Among other things, the survey indicated consumers intend to spend an average of $646 on gifts during the season, up about 11% from last year.
Furniture, however, was not at the top of their shopping lists. Home furnishings, including appliances, was the seventh most popular category, with 19% of respondents noting it on their shopping lists.
Showrooming is the consumer practice of shopping competitors for comparisons online while in a retailer's store. Webrooming is sort of the opposite - shopping online first and then taking a trip to the store to see the item first hand and seal the deal.
According to the new Accenture Holiday Shopping Survey, more shoppers are likely to participate in showrooming this holiday season vs. last year (63% vs. 56% a year ago,) but even more - 65% - say they plan of partake in webrooming.
"Survey respondents said that avoiding shipping costs (47%) and being able to touch and feel a product before purchase (46%) were their primary motivations for webrooming," according to a release.
Accenture, a global management consulting, technology service and outsourcing firm, surveyed 500 U.S. consumers in September for the report. Among other things, the survey indicated consumers intend to spend an average of $646 on gifts during the season, up about 11% from last year.
Furniture, however, was not at the top of their shopping lists. Home furnishings, including appliances, was the seventh most popular category, with 19% of respondents noting it on their shopping lists.
Accenture survey results shed light on retail shopping trends for 2013 holiday season. Consumers expected to spend more, are still lured by Black Friday, but seek discounts both in-store and online.
Accenture conducted an online survey of 500 U.S. consumers in September 2013. Based on their response, spending is expected to increase, consumers will be laser focused on discounts. While many plan to be finished with their retail shopping by the end of November, they’ll still be in the stores and online comparing prices (and aren’t afraid to return if they find a better deal).
The appeal of shopping on Black Friday is still alive and well. In fact, the highest in 5 years. With retailers opening doors early on Thanksgiving, many are starting to consider this as “part of the event”. Though almost half (41%) still consider this a time to spend with family and won’t be shopping.
Accenture conducted an online survey of 500 U.S. consumers in September 2013. Based on their response, spending is expected to increase, consumers will be laser focused on discounts. While many plan to be finished with their retail shopping by the end of November, they’ll still be in the stores and online comparing prices (and aren’t afraid to return if they find a better deal).
The appeal of shopping on Black Friday is still alive and well. In fact, the highest in 5 years. With retailers opening doors early on Thanksgiving, many are starting to consider this as “part of the event”. Though almost half (41%) still consider this a time to spend with family and won’t be shopping.
After a tough year, consumers want to treat themselves and their families this holiday season. With an increase in discretionary income, shoppers will still be “sensible”. Some of the highlights of this year’s results include:
- Shoppers will be spending more – up 11% in total dollars compared to 2012 ($646 versus $582); 62% plan to spend the same; 20% will spend more than last year – with 20% of those planning to spend $500 more.
- Consumers will be shopping across channels with just as many people planning to webroom as they will showroom. For example, consumers will be comparing prices on their mobile phones while in store and they’ll be making purchases online, but picking up in store to avoid shipping costs
- Gift cards still number one on consumer’s shopping list – primarily purchased at the supermarket – with 40% for discount retailers and 34% for restaurants.
- Black Friday is still a huge lure, in fact, at a 5 year high. 41 percent indicated that they will be out shopping between 6 PM Thanksgiving Day and 5 AM on Black Friday. With ‘doorbusters’ being the main draw.
| accenture-holiday-survey-results-2013-slideshow.pdf |
