In the run up to Christmas more than eight out of 10 holiday shoppers will go
online for holiday gifts, and 80 per cent are likely to purchase gifts online
from small businesses, according to a poll published today.
The survey, commissioned by
Yahoo Small
Business and conducted by
Harris
Interactive, predicts a "significant increase" in online shopping this
holiday season.
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Nearly a third (30 per cent) of shoppers polled will do at least half of
their holiday shopping online.
In addition, nearly two thirds (63 per cent) said that online 'speciality' or
'niche' retailers are the 'best places' to shop for unusual or hard-to-find
gifts.
The nationwide survey of 1,813 US adults suggested that holiday shoppers look
to small online retailers for unique, distinctive gift items, and a large
majority are likely to buy gifts online from small companies.
"Holiday shoppers are ready and willing to buy gifts online from small
businesses that offer variety and value," said Rich Riley, vice president and
general manager of Yahoo Small Business.
"The results are an encouraging confirmation that small business e-commerce
has become an integral part of the holiday shopping experience for many
consumers."
Nearly four out of five holiday shoppers would change their shopping habits
if petrol prices remain high or climb higher during the holiday buying season.
Asked how they might change, many shoppers indicated that they would be on
the road less and on the web more.
Almost three in five holiday shoppers said it was important that their
favourite speciality or gift stores have an online presence. Seventy per cent
said they had no preference between shopping online with small versus large
businesses.
Shoppers stated that the key reasons they would shop for holiday gifts online
with small businesses include convenient hours, avoiding crowded car parks and
the ability to find the 'right gift'.
Greg Sterling, an analyst at
Kelsey Group, said: "
This data confirms that small business retailers need to be in front of online
consumers as they use the internet to shop for products during the hectic
holiday season.
"Consumers clearly want what small retailers have to offer and those who
can't be found online are missing a significant potential opportunity."
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