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Where People Shop for the Holidays

The National Retail Federation has released a survey conducted by BIGResearch “Holiday Consumer Intentions and Actions Survey” that shows consumer behavior and shopping trends for the 2006 holidays. The survey, which polled 7,623 consumers, looked at where people plan to shop and how they intend to use the Internet for this year’s holiday shopping.

Holiday shoppers are expected to spend $791.10 each this year, and a growing number is going to use the Internet for their shopping. According to the study, respondents will use the Internet for an average of one-fourth (28.9%) of their shopping.

Here are some interesting data from the study:

• 47.1% plan to purchase holiday items online, though 70.3% will use discount stores; 61.6% will go to the department store; 49.3% will go to the grocery/supermarket; and 48.4% in specialty stores
• Those earning $50K+ more likely to use the Web at 57.8%
• About 38.1% regularly research products online before purchasing them in person or in store
• They mostly research online electronics (39.3%); apparel (20%); appliances (19.6%); home improvement items (18%)
• A fifth (23.6%) use Google first to research products online

You can read about the study from the NRF website