TECHNOLOGY

Survey: Retailers need to be prepared for a mobile holiday

BY Dan Berthiaume

Retailers looking to maximize holiday sales should provide a robust mobile shopping offering.

According to the 2019 Holiday Shopping Study from marketing intelligence technology company MiQ, 65% of holiday shoppers will use a mobile device to shop, and 65% will make an online purchase via mobile. Study results also indicate that the most common mobile activity during the season will be tracking order statuses, which 54% of shoppers will do exclusively on a mobile device, followed by locating a physical store (49%), reading reviews (47%), and getting product info and specs (47%).

Retailers also need to ensure their infrastructure can handle the increased demands of peak holiday shopping days. Almost nine in 10 (88%) survey respondents plan to shop, either online or offline, on one of the three major peak days: Thanksgiving Day, Black Friday, or Cyber Monday. Almost half (47%) plan to shop on all three days.

Other notable responses include:
• Overall planned holiday spend for 2019 is in line with 2018 numbers at $1,293 on average, compared to $1,278 last year.

• That said, 50% of 25-34-year-olds do plan to spend more this year than in 2018.

• One-third of respondents will start their holiday shopping before October this year, but about 70% will not finish until December.

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