A report from PriceGrabber suggests that consumers want to spend less time at stores this holiday season. These shoppers aren't necessarily spending less money or buying fewer gifts - they're merely shifting their presence to the web. Whether they access a site on a smartphone or a desktop PC, respondents said they want to learn about and purchase new products without waiting in lines.
Fifty-seven percent of respondents said they plan to make between one and five trips to brick-and-mortar locations for holiday shopping. Finding a way to reach these shoppers through the web can help marketers drive sales during a busy season. Part of the appeal of shopping online is taking advantage of sales and other offers. However, consumers also enjoy learning about the items they plan to purchase.
"Instead of clipping coupons, shoppers are scouring the internet and turning to their mobile devices to find the best deals," Rojeh Avanesian, vice president of marketing and analytics for PriceGrabber, said in a release.
Content marketing strategies that include seasonal elements help websites drive more relevant traffic. Moreover, it's increasingly important for sites to attract their target audiences on the web. Brafton reported recently that 33 percent of consumers said they will conduct all of their holiday shopping online this year.
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