The Average Shopper Will Spend $704.18 on Holiday Gifts and Merchandise This Year; More Shoppers Will Do Holiday Shopping Online

According to the National Retail Federation’s (NRF) “2011 Holiday Consumer Intentions and Actions Survey,” conducted by BIGresearch, holiday shoppers in the U.S. plan to spend an average of $704.18 each on holiday gifts and seasonal merchandise this year, down slightly from last year’s mark.

According to NRF, this year’s expected average spending of $704.18 per shopper during the holidays falls short of last year’s $718.98. However, the organization still expects overall holiday retail sales to grow 2.8 percent during November and December to $465.6 billion.

The survey also found that 59.9 percent of holiday shoppers plan to take advantage of retailers’ sales and discounts to make additional non-gift purchases for themselves and their families during this holiday season. The average shopper is expected to spend $130.43 during the holiday season to jump on sales and discounts on apparel, electronics, home goods and other items for themselves or a family member, up from $112.20 last year.

Nevertheless, the majority of a consumer’s holiday budget will go toward gifts for family members, with the average U.S. consumers expected to spend $403.26 on kids, parents and other family members. Meanwhile, $68.23 is expected to be spent on friends, $21.06 on co-workers and $23.39 on other gifts.

Consumers are expected to spend $46.73 on decorations, $26.52 on greeting cards, $96.75 on candy and food, and $18.23 on flowers.

The survey also found that 46.7 percent of respondents will look for retailers’ holiday deals on the Internet and buy holiday merchandise online this year, up from 43.9 percent last year. The average holiday shopper plans to do 36.0 percent of their shopping online, which includes comparing prices, researching products or making an actual purchase.

According to NRF, the average holiday online shopper will spend about 22 percent more than the average adult, with adults ages 25-34 expected to complete 43.7 percent of their holiday shopping online, the most of any age group.

For the first time, NRF and BIGresearch have polled consumers about their intentions to use smartphones and tablets to research and purchase holiday items. They found that 52.6 percent of smartphone owners will use their devices to research products, redeem coupons, use apps to help in their purchases, and purchase holiday gifts and items.

Meanwhile, 70.5 percent of tablet owners will research and shop via their devices this holiday shopping season.

According to Google, 15 percent of “Black Friday” searches this year will occur from mobile devices. Also, 44 percent of total searches for last-minute gifts and store-locator terms will be from mobile devices this holiday season.

Google also cites eBay’s findings that tablet users spend 50 percent more than PC users and have higher average order values, and higher or equivalent conversion rates.

According to its survey, Google found that more than 33 percent of both smartphone and tablet users plan to start their holiday shopping before Thanksgiving this year.

Sources:

http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1225

http://googleretail.blogspot.com/2011/09/holiday-retail-mobile-insights.html