Mobile Holiday Sales in 2014: How Do Mobile Users Affect Holiday Shopping?

Posted by on January 9, 2015

If you’re anything like me, you’ve become permanently attached to your smartphone. It’s not unusual for me to spend every moment with my phone in my hand – whether I’m falling asleep texting, waking up and hitting snooze, or researching on both my work laptop and my phone (because why not?), my iPhone has become a permanent fixture in my life. And that means most of my shopping is also done on my phone.

Unsurprisingly, though, I’m not the only one. I’m merely one of millions who turn to their smartphone or tablet when making purchasing decisions, like researching potential purchases and comparing prices online.

According to multiple studies, online holiday shopping has increased exponentially over the past four years. Prosper Insights & eHoliday 2014 Pre-Holiday Retailer and Consumer Study found that 56 percent – more than half – of American consumers planned to make holiday purchases online and were expected to spend 16 percent more than other holiday shoppers in 2014. Of those shoppers, 42 percent said they would use their smartphones, while 53 percent expect to use tablets to make holiday purchasing decisions. In that same study, a third of online shoppers said they’d use their mobile devices to research store information, such as locations and store hours.

See? I’m not the only one. eMarketer, an independent market research company, projected that mobile purchases would increase by 37 percent by the end 2014, with 20 million more people making their holiday purchases on a smartphone or tablet up from 2013.

Retailers are noticing the upward trend of mobile purchases and are targeting those shoppers by investing in mobile display ad campaigns, paid smartphone campaigns and mobile email optimization, according to the eHoliday study.

Retailers are now looking towards social networking sites to expand their online sales through “buy now” buttons strategically placed on Twitter, Facebook and Pinterest. With all these online buying options, it’s hard to think we once stood outside our favorite stores all night to score the best deals!

So what about you? Are you an online shopper or do you prefer to make an in-store purchase instead? If you shop online via mobile device, what makes this process better than regular online or in-store shopping?


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