Holiday researching is starting earlier and earlier. We’ve been surveying shoppers every 2 weeks to track progress of their holiday shopping and as of October 19:
Source: Google/Ipsos OTX Consumer Pulse Check
The biggest takeway is that researching/shopping started even earlier than last year. By October 19, 73% of consumers had started researching/shopping vs. 59% in 2009. Purchasing remains more consistent: 51% in 2010 vs. 46% in 2009. Although retailers will see a bulk of their sales in December, consumers are beginning to make decisions about what they are going to buy, and half have already bought a holiday gift.
Why do shoppers begin researching and buying early?
Getting ahead of the rush tops the list why shoppers research and buy early according to Google.
Makes sense – what better way for consumers to save time than to research and buy products at the time most convenient to them?