Survey: More Shoppers Intend to Stay Home Black Friday Weekend
October 11, 2017,
CHICAGO—E-commerce will continue to affect in-store sales this Thanksgiving and Black Friday, as shoppers expect to head online instead—and more than 80 percent of them plan to shop online at Amazon, up from 74 percent in 2016, a survey from Market Track found.
Those that do plan on shopping in stores cited Walmart as their top destination, the survey reported.
Polling 1,000 people nationwide, the survey found only 30 percent of shoppers said they planned to shop in stores on Thanksgiving, compared to 50 percent last year.
Market Track cited several retail trends gaining ground this holiday season. One is making fulfillment easier, as technology has enabled the shopper to buy anywhere at anytime, and retailers will strive to make purchasing seamless, whether it is on the phone, on social media, in the store or another channel. Voice commerce will also grow as Amazon, Walmart and Google integrate this feature into their holiday shopping experiences.
Market Track also believes Amazon will leverage the grocery category, incentivizing holiday gift purchases with offers on food and beverages. In addition, physical stores will become more experiential, demonstrating virtual reality technology or having coffee tastings, for example.
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