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How popular is holiday click and collect?

BY Dan Berthiaume

Click and collect, or customers ordering goods online for retailers to assemble for in-store pickup, is a practice retailers should consider this holiday season.

According to a new survey from order management solutions provider Shopatron, 31% of U.S. shoppers plan on using click-and-collect this year for holiday shopping.

“Consumers, previously constrained by postal deadlines, are increasingly comfortable with the idea of snapping up deals online when they’re at the best while being safe in the knowledge orders will be waiting for them to collect shortly afterwards in-store,” said Ed Stevens, founder and CEO of Shopatron. “The convenience of collecting presents in-store could drive further peaks in omnichannel sales all the way through to the final days before Dec. 25.”

In addition, more than half (56%) of U.S. consumers plan on using home delivery for holiday shopping this year. And nearly one-third (32%) of U.S. retailers will use smartphones to make holiday purchases. Shopatron expects peaks in mobile shopping during the morning and evening commutes during the five weeks between Black Friday and Christmas.

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