Holiday Shopping Study: what moves the needle, free shipping or coupons?

A recent study of holiday shopping behavior conducted by the consumer electronics shopping site, Retrevo, indicates that shoppers are getting more comfortable buying consumer electronics online. The study found a third of consumers (33%) who bought exclusively at a store last year are now making some of their purchases online. The number of shoppers who indicated they did most or all of their shopping online increased from 33% last year to 37% this year.

Will you shop for electronics online or offline this holiday season? Also, did you shop for electronics online or offline last holiday season?
Free Shipping is Crucial
When purchasing electronics online, how important is free shipping?
The study found that many online shoppers have come to expect free shipping as a given with 33% of respondents indicating they would not even consider paying shipping fees for their online purchases. Women shoppers appear to be more devtermined than men to demand free shipping with 37% saying free shipping was essential compared to 30% of men. Another 45% were less adamant about free shipping but indicated that it was a good incentive to get them to click on the buy button.
Editors Note: Free Shipping Public Service

Retrevo has created an ad-free, resource page that provides dates and coupon information to help consumers get their gifts delivered on-time and for the lowest shipping fees. You can find it here.

Deals and Coupons are big motivators - how much will they hurt margins?
How important are deals and coupons to you when buying electronics this holiday season?
More than half the respondents to the study said coupons and deals were an important motivator. In fact, 20% of respondents said they would not buy a gadget online without a deal. Another 35% said a coupon or deal would move them to buy something they might not have intended to buy. In other words, if you want consumers to fill up the online shopping cart with more gadgets and accessories, give them a coupon or deal and watch that cart overflow.
Although not exactly startling results from the latest Pulse Report, the data clearly shows a continuing holiday shopping migration online with coupons, deals, free shipping, providing effective incentives to consumer electronics purchases.
About Retrevo Pulse Report
Data for this report came from a study of 750 online Retrevo users distributed across gender, age, income and location in the United States. Most responses have a confidence interval of 4% at a 95% confidence level.
For more information contact:
Jennifer Jacobson
Director of Public Relations

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