Holiday shoppers say that 47 cents out of every dollar they spend this holiday season will be used online, putting merchants on the hook to provide them with the digital payment and ordering features they want. How can retailers best position themselves to convert these online shoppers between now and the end of the year?
In Holiday Shopping 2021: Online Sales Still Beat In-Store Shopping, PYMNTS surveyed a census-balanced panel of 2,060 U.S. consumers about how they spent Black Friday and their plans for this year’s shopping season to find out how retailers can adjust their digital capabilities to win over these digital-first holiday shoppers.
Key findings from our research include:
Thirty-four percent of holiday shoppers opted not to shop this Black Friday. The most common reasons they chose to avoid the Black Friday retail rush included being concerned with overcrowded stores, preferring to spend their time doing other activities and not being able to afford holiday shopping that day.
Sixty-six percent of holiday shoppers have made at least one of their purchases online this year. This shows just how important it will be for merchants to provide user-friendly, digital-first shopping and payment offerings to win them over.
Forty percent of consumers — 228 million people — plan to 
make most of their holiday purchases between Black Friday and Christmas. This means that merchants have ample opportunity to expand and enhance their digital capabilities to drive sales this holiday season.
The holiday season is off to a strong start, but there is still a month to go before it ends. Holiday Shopping 2021: Online Sales Still Beat In-Store Shopping details how retailers can expect their customers to shop this year and how to best meet their digital-first demands.
To learn more about how consumers plan to shop this season, download the report.
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