Beauty Store Business magazine - November, 2019

Consumers Are Holiday Shopping Before Thanksgiving

This year, more consumers are expected to begin their holiday shopping earlier and a higher percentage of shopping will take place online, according to global information company The NPD Group.

Half of all holiday shoppers plan to start their shopping before Thanksgiving weekend, a 6% increase over 2014, according to NPD’s 2015 Holiday Purchase Intentions Survey. And most plan to continue their holiday shopping into December.

Brick-and-mortar will be the channel most used by consumers for shopping this holiday season, but online will continue to steal share. Two-thirds of consumers plan to do some of their holiday shopping online this year, a 12% increase over 2014. Based on consumer plans, more of their purchases are expected to come from the online channel in 2015, and ecommerce pure-play sites gained the most in terms of planned purchases out of all destinations this year.

“Consumers don’t have a need to seek the deals out on Black Friday the way they did during past holiday seasons. Now the deals come to them, early and often,” said Marshal Cohen, chief industry analyst for The NPD Group. “With consumers shopping earlier and more going online it will be critical for brick retailers to take action in order to compete with the click players.”

The top categories for holiday shopping are expected to remain fashion and entertainment, followed by toys.

[Image courtesy of Getty Images/Paper Boat Creative]