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Holiday Shopping Trends

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As another holiday season comes to a close, brands and agencies alike are seeking to identify the newest holiday shopping trends among consumers and how they will evolve over the coming year. The first is undoubtedly the consumer’s increased adoption of mobile for shopping. According to Compuware APM, mobile traffic was up 250% over last year on Thanksgiving, Black Friday and Cyber Monday, further demonstrating that mobile should be a key component of retailers’ merchandising and marketing strategy over the next year if they have not yet explored the option.

As expected, online shopping rose this year as well. Online sales increased by 15.2 percent over last year during the period of October 29 to December 25. This increase occurred despite reports that overall spending was down this season due to fears about the economy and weather related disasters.

How are the brick-and-mortar retailers holding up? In an article published by, according to comScore chairman Gian Fulgoni, Black Friday sales at retail stores were down 1.8 percent in 2012. Even those who venture into the madness of malls and department stores are using mobile technology to check reviews and compare prices of products.

Finally, 40 percent of people who responded to a comScore consumer survey indicated that they check a retailer or product’s website before going out to make a purchase. This makes the look, feel and navigation of brands’ websites more important than ever before.

While retailers can be optimistic about the sales the holiday season generates, there is no doubt that they must stay attuned to the changing holiday consumer landscape and offer the multi-dimensional shopping experience that is being rapidly adopted by today’s shoppers.


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