As the online holiday shopping season comes to a close, we’re in the process of pulling together our final thoughts on this season. Last month, we predicted that the season would grow 15% over the previous year and by all accounts, that number should more or less be in the ballpark of what actually happened.
I worked with the great team at Bizrate Insights again this holiday season to survey online holiday shoppers and their attitudes and here were some of the highlights from that research:
The web is cannibalizing Black Friday sales; 80% of online buyers we surveyed agreed with the statement “I prefer to shop online rather than go to crowded stores during the Thanksgiving weekend.”
Email is very much alive; shoppers said they find out about holiday deals through email more than any other marketing channel including search, social networks and mobile texts combined.
Approximately 12% of web buyers now say they belong to shipping clubs (e.g. Amazon Prime); that is up from 9% last year.
Sixteen percent of online buyers said they shopped with their mobile devices over the Thanksgiving weekend this year, up from 9% last year.
While mobile shopping is the most notable difference this year, retailers that mastered the basics of great values, extensive assortments and effective marketing campaigns should have fared best. We’ll be releasing a holiday post-mortem in January as well as our 2012-2017 online retail forecast in early Q1; stay tuned for final figures.
As the debate around mandating an online sales tax rages on, Forrester remains convinced that 2012 will see no significant national change to the current tax structure. As stated in my new report, “What You Need To Know About The Online Sales Tax” and a previous blog post around the issue, some are framing the debate in such a way that online-only companies like Amazon and eBay are tax-shirking delinquents; they’re not. Not only are they in compliance with current law, Amazon, who was at one point resolutely opposed to any new legislation, has made concessions to voluntarily start collecting tax and in fact, physical retailers may soon regret their staunch stances as the balancing act that Amazon avoided around nexus kept them squarely away from physical stores to date. Now, that may change and create yet another headache for retailers as Amazon reportedly ponders stores.
So what does this all mean? There is likely to be a few more years of heated debate around the issue followed by a number of possible outcomes. eBusiness professionals should stay abreast of situation, but realize that this is not likely to be a game changer for the following reasons:
Tax has a negligible impact on online shopping behavior. In a survey that was conducted in partnership with Bizrate Insights, we found only 8% of consumers said that tax was a priority consideration. Furthermore, only around one quarter of buyers said that the introduction of a sales tax would cause them to switch retailers.