Holiday Shoppers to Seek Bargains

Buyers expected to do 'much more' comparison shopping.

by staff writer
- Sep 23, 2011

Most shoppers will look to save as much as they can this holiday season as they work to cross everyone off their shopping lists.

That's according to a new survey by SteelHouse, a company that delivers real-time advertisements to buyers based on their shopping behaviors. The survey found that 62 percent of holiday buyers will spend less this year, with 50 percent of respondents saying they'll do "much more" comparison shopping to find the best deals available. About 12 percent say they'll use social networking sites to find those low-priced goods and tell their friends about bargains.

But buyers won't just take prices into account as they decide what to buy, and from where. They'll also consider shipping costs, and sellers who don't offer free or discounted shipping may miss out. An estimated 31 percent of respondents note that they won't buy an item if it doesn't come with free or discounted shipping, according to the survey.

"It's clear that shoppers this holiday season aren't going to buy unless presented with a compelling offer," notes Mark Douglas, CEO of SteelHouse. "The challenge for retailers is figuring out the right deal for every shopper since the same offer isn't going to work for everyone. The winners this holiday season will be those retailers who tailor their offers to shoppers while they're still shopping, before they move on and see a competitive offer."

The good news for online sellers is that, although shoppers say they'll spend less this year, overall, they'll likely spend more of their holiday budgets online. That's because buyers are migrating online, notes Fiona Dias, a retail and e-commerce expert. She says the ability to easily comparison shop online appeals to buyers who can't afford to spend a lot on presents, while the convenience of shopping from home appeals to shoppers who can afford to spend more.

About the Author

Auctiva staff writers constantly monitor trends and best practices of those selling on eBay and elsewhere online. They attend relevant training seminars and trade shows and regularly discuss the market with PowerSellers and other market experts.

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