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Google: Millennials most likely to do online, mobile holiday shopping

BY Dan Berthiaume

Mountain View, Calif. – Millennial consumers age 18-34 are most likely to use online and mobile technology in their holiday shopping this year. According to a new survey from the Google 2013 Holiday Intentions Shopping Study, 95% of Millennials but only 87% of consumers age 35 and older plan to use the Internet as a tool for holiday shopping.

In addition, one in three Millennials but fewer than one-in-five (17%) consumers 35 and older who own smartphones plan to make a mobile purchase for the holidays. Both age groups are much more likely to make a mobile holiday purchase this year than last year – the percentage of Millennials planning a mobile holiday purchase increased 28% compared to last year while the percentage of older consumers grew 13%.

Seventy-six percent of all smartphone owners plan to use them as a holiday shopping aid (including non-purchase activities) and 25% of all smartphone owners intend to make a mobile holiday purchase.

Other findings include:

  • 41% of consumers will not complete holiday shopping till mid-December, with 24% completing holiday shopping at the last minute and 8% waiting until after Christmas day.
  • 63% of consumers do not have specific brands they want to purchase and 59% would consider making a holiday purchase from a new retailer.
  • 84% of consumers research products on one device and make a purchase on another device, while 80% use multiple devices simultaneously to make a purchase.
  • 81% of shoppers will respond to holiday discounts, 76% will respond to free shipping, and 60% will respond to purchase incentives.

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Analysis: Moms with young kids more digitally engaged

BY Dan Berthiaume

New York — Moms with young kids, defined as children under the age of five, are often more active on social media, more likely to shop using mobile devices and more open to engage with brands across digital touchpoints than other segments of moms and consumers at large. A new analysis from Experian Marketing Services shows that moms with young kids are 62% more likely than the general population to use their mobile phones to look for local coupons while shopping.

Moms with young kids are more than twice as likely as the general population to visit social networking sites three or more times per day. They also are the most participatory, being twice as likely as the general population to post or comment on social networking websites. They are the most habitual social networking users among all mom segments, surpassing moms with kids between the ages of six and 10 and moms with teenagers. In fact, the analysis found a negative correlation between kids’ ages and the moms’ social networking use. As the children grow older, moms are less likely to be socially active online.

In addition, moms with young kids are more than twice as likely as the general population to visit websites on their cell phone, ranking highest among all mom segments for "often" or "very often" browsing websites from their mobile device. At home, moms with young kids are more likely than other segments to access the Internet on a tablet, with the Apple iPad ranking as their tablet of choice. And they rank highest among all moms for the statement, "Advertising helps me to choose products to buy for my children."

"Moms with young kids represent a highly active and digitally sophisticated segment of consumers who are eager to connect with brands and share their experiences through multiple platforms," said Bill Tancer, GM of global research, Experian Marketing Services. "Our research shows that these moms exhibit dramatic differences in both behavior and attitudes from other moms and the general population that marketers need to understand to productively engage with this lucrative segment.”


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Claire’s Stores in partnership with Dylan’s Candy Bar

BY Staff Writer

Chicago — Claire’s Stores has entered into a partnership with Dylan’s Candy Bar, the world’s largest confectionary emporium and lifestyle brand, whereby Claire’s will sell an edited selection of Dylan’s candies. The assortment features nearly 30 items, all under $24 – from lollipops, chocolate bars and fillable gummy bears to cotton candy buckets, cupcake pillows and sweet candy houses

Initially being offered in 260 Claire’s stores, the brand will extend the seasonal product offerings to roughly 1,000 locations by early 2014 with an increased product assortment expected in February.

"We are extremely excited to bring the imagination and prestige of Dylan’s Candy Bar to Claire’s during the spirited holiday season," states Dina Keenan, chief marketing officer, Claire’s. "Offering a curated selection of sweets and treats is our way of bringing something special to the Claire’s girl."


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