Price, Free Shipping Most Affected Online Holiday Shoppers’ Decisions

Source: January 8, 2013 by MarketingCharts staff


Consumers relied on various marketing channels to influence their holiday purchases, but the vast majority based their final decisions on factors such as price, including promotional offers (85%), free shipping (85%), and merchant reputation (78%), finds Baynote in a new study. Product reviews (71%), which are consistently being highlighted for their influence, also rated highly in this regard, as did a retailer’s return policy (65%). Studies from Wanderful Media and ShopRunner have revealed that return policies can prove a thorny issue for online shoppers, so it’s not too surprising to see that factor featured among the leading decision influencers. While significant to some, the ability to receive rewards/loyalty points (47%), free shipping with a threshold (45%), and product availability (35%) were less important in shoppers’ final decisions.

Shoppers Mixed Traditional and Online Research Methods

The Baynote study also shows that online shoppers used a variety of methods to check prices and availability during the holidays. Most commonly, they went to Amazon to check prices and see if the product was available (66%), but many also checked prices at the stores where they usually make purchases (55%). Other popular methods included going to a store or a site known to carry the item and buying it there (49%), using a search engine to see where to buy an item (49%), checking for product availability at local stores (48%), and going to a big-box store that might have the product (45%).

About the Data: Baynote’s 3rd Annual Holiday Online Shopping Survey, conducted in partnership with the e-tailing group, surveyed 1,000 US online holiday shoppers between Nov. 24 and Dec. 5 in order to gain insight into consumer behavior and key buying influencers across various retail channels, including physical stores, e-commerce websites, social networks, tablets and mobile devices.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s