NRF Predicts Massive Holiday Online Shopping Volume

A holiday shopping survey from the National Retail Federation released Thursday (Oct. 16) found that consumers plan on doing 44 percent plan of shopping online. That is the highest percentage of online shopping that the annual survey—now in its 13th year—has ever seen.

The survey introduced a new question this year, asking shoppers about their comfort level with making mobile payments in-store. “According to the survey, 27.4 percent said they would be somewhat or very comfortable. And 41.9 percent say they are not very or not at all comfortable paying for items that way,” the NRF said. “Broken out by age, 41.1 percent of 25-34 year olds are somewhat or very comfortable using their device to pay for items at the register, compared with just 14.4 percent of those 65+. Men are much more likely to feel comfortable with the technology (32.6 percent vs. 22.5 percent of women).”

The survey polled 7,547 consumers, was conducted October 1-7, 2014, and has a margin of error of plus or minus 1.2 percentage points, the NRF said.

As for E-Commerce, the survey found that 56 percent plan to shop online, up from 51.5 percent last year “and the most in the survey’s 13-year history. Additionally, the average person plans to do 44.4 percent of their shopping online.”

For all stores (physical and virtual), dollars will go to discount store 61.9 percent of the time, department stores 59.7 percent, grocery 51.2 percent, clothing/accessories 36.7 percent, electronics 30.8 percent, drug stores 19.2 percent and craft/fabric stores 18.8 percent.

The survey also explored mobile inclinations, with 55.7 percent of respondents saying that their use their mobile device “in some fashion,” which is slightly higher than last year’s 53.8 percent for the same question. “Specifically, 35.8 percent will research products/prices, the highest amount in the four years NRF has been asking. Nearly one-quarter (23.9 percent) will redeem coupons and 19.1 percent will actually purchase items – another survey high,” the NRF statement said. “Almost two-thirds (63.2 percent) of tablet owners will use their device to research and purchase holiday items, which is the same as last holiday season. Nearly half (47.4 percent) will research products and one-third (33 percent) will purchase items.”