The Data Digest: The Information Sources That US Online Holiday Shoppers Use

In the recently published report “US Online Holiday Retail Forecast, 2012” Forrester estimates that US holiday season online retail sales will grow 15% from 2011 to 2012. While the number of US online holiday shoppers is expected to grow very little compared with last year, the average US online shopper will spend about 12% more than last year. But, as my colleague Sucharita Mulpuru shares in her blog on this topic, consumers are harder to impress this year. Satisfying the expectations of online shoppers during the holiday season is crucial to the Q4 success of retailers.

What kind of information sources are US online shoppers using most when considering products for purchase? Forrester's North American Technographics® Retail Online Benchmark Recontact Survey, Q3 2012 (US) shows that easy access to shipping costs is extremely important, followed by product ratings and reviews from other customers, and product information from retailers.

This holiday season, consumers are more likely than ever to visit a website before buying gifts; in fact, it will be the channel of choice for many. Retailers already go big on promotions, but if they don't have their basics in order — such as search, navigation, and checkout — customers will quickly move on to a competitor to find that great deal.