Amazon Leads As Top Holiday Gift Destination

Amazon may be leaving other retailers in the dust this holiday shopping season, Forbes reports.

Data from Prosper Insights and Analytics, gleaned from a survey of 7,000 U.S. adults in December, shows that about 26 percent say they have bought “most” of their gifts from Amazon this year. That’s up 10 percent over last year’s levels.

Walmart comes in second with a distant 14.5 percent tally, and then the rest of the pack shows up in the single-digit percentage range, spanning, in order, across Target, Kohl’s, Macy’s, Best Buy, JCPenney, Toys “R” Us, eBay and Costco.

Forbes noted that this is the third straight holiday season dominated by Amazon at first place among retailers, and with a besting of Walmart. The three-year compound annual growth rate (CAGR) for Amazon has been a positive 15 percent, while Walmart’s CAGR has slipped nearly a percent annually. And the gap between the two firms has been widening. At the beginning of the millennium, Walmart held a 15 percent lead over Amazon, proving that times change, especially as Amazon has come to dominate every demographic across gender and income, with the exception of lower-income households ($35,000 or under).

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