Seventy-three percent of consumers are expecting to do more than 50% of their shopping online this year, which is 9% higher than in 2018. Shopping channels are expected to remain similar to last year, with online retailers (74%) and mass merchants (72%) expected to grab the highest purchases, according to the report. Price (81%) will drive purchase decisions, followed by free shipping (59%) and promotions (49%).
"Retailers of all sizes, categories and channels will compete fiercely during the lucrative 2019 holiday shopping season by offering early sales to seamless in-store and online customer experiences," said Scott Rankin, principal, consumer and retail strategy practice leader, KPMG. "Although shoppers will make most of their purchases online, in-store shopping remains significant this season, with mass merchants being particularly strong.
In other report highlights:
• Sixty-five percent of consumers are planning to buy apparel and accessories, followed electronics (52%), and toys and other children's products (49%).
• One in five (20%) holiday shoppers already began spending their holiday budget this year.
• The majority (57%) of holiday shoppers will start spending their holiday budget before Black Friday.
• High-value customers are planning to shop across more channels, with a focus on department stores (64%), electronics (45%), and clothing (50%).