Retail stores dominated catalogs and the Internet as the vehicle of choice for holiday shoppers.
And, while holiday spending decreased in 2001 consumers reported that the events of Sept. 11 were not a factor, according to a study by DoubleClick Inc.
The study also found that:
* Some 66% of multi-channel shoppers browse in one channel but purchase in another.
* More women than men tend to be channel switchers: 46% of women and 43% of men browsed on the Internet and purchased at retail stores. Whereas, 37% of women and 28% of men browsed through catalogs and purchased at retail stores.
* Consumers have catalogs in hand when buying online. Half of those that browsed in a catalog and purchased online (53% women and 38% men) used a product code from the catalog.
* Music, movies and books (53%) as well as toys and games (31%) were purchased online.
* Forty-five percent consumers preferred to browse on the Internet for larger ticket items such as home electronics and computer software and hardware (50%).
The study also found that multi-channel shoppers prove to be more valuable customers.
Consumers that either browsed or purchased in all three transaction channels spent $995 on holiday shopping, compared with consumers who browsed or purchased in two channels ($894) and consumers who only used one channel ($591).
Retail stores continue to be the most popular channel for purchasing among multi-channel shoppers.
Out of the average $894 spent by multi-channel consumers, $572 or 64% was spent in retail stores, $233 or $26% was spent on the Internet, and $89 or 10% was spent through catalogs.
Fifty-four percent purchased through both retail stores and on the Internet, and 22% made purchases through all three channels.
“Consumers will continue to browse in one channel and purchase in another, reflecting their goal to find the best selection, service and pricing,” said David Rosenblatt, president of DoubleClick, in a statement. “Tracking these results by channel represents an enormous opportunity for marketers if they align their promotional dollars with this trend.”
