今年的感恩节周末，美国消费者将纷纷走进各大商店或在网上搜索打折商品，因此线上和线下零售商都开始为此做好充分准备，这也从侧面刺激了消费者在线购物的积极性。
2010年，美国传统圣诞购物季的在线购物营收的同比增幅为12%。
在本周初针对1000名购物者所做的调查结果显示，有76%的受访消费者选择在网上进行购物，而免费送货则成为他们选择在线购物的一个决定性因素。
很多传统零售商一直在降低送货收费水平，而且在大多数情况下，它们都坚持全年免费送货以应对彼此间以及与在线零售业巨头亚马逊之间的竞争。
比如，全美第二大的连锁零售商店梅西百货(Macy’s Inc) 从下周一开始降低了所有在线购物消费者享受免费送货服务的门槛。而另一大传统零售商店Nordstrom Inc更是早在今年8月就开始提供免费送货服务。
| 2011 Holiday Season To Date vs. Corresponding Days* in 2010 Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total U.S. – Home & Work Locations Source: comScore, Inc. |
|||
|
Holiday Season to Date |
Billions ($) | ||
| 2010 | 2011 | Percent Change | |
| November 1 – 20 | $8.47 | $9.67 | 14% |
*Corresponding days based on corresponding shopping days (November 2 thru November 21, 2010)
| Online Non-Travel (Retail) Holiday Consumer Spending Excludes Auctions and Large Corporate Purchases Total U.S. – Home & Work Locations Source: comScore, Inc. |
|||
| Billions ($) | |||
| 2010 | 2011 | Pct Change | |
| January – October Actual | $109.9 | $124.3 | 13% |
| Holiday Season Forecast (Nov-Dec) | $32.6* | $37.6** | 15%** |
* Actual **Forecast
| U.S. Consumer Outlook on Holiday Shopping Deals and Promotions November 17-21, 2011 Total U.S. Source: comScore 2011 Holiday Shopping Survey |
|
| |
Percent of Respondents |
| Q: Compared to last year, how would you rate the number of discounts, sales, or promotions that are currently available? | |
| More discounts, sales, or promotions | 33% |
| About the same | 45% |
| Fewer discounts, sales, or promotions | 7% |
| Not sure | 15% |
| Q: When making a purchase online this holiday season, which of the following statements best describes how important free shipping is to you? | |
| Very important – I won’t make a purchase without it | 30% |
| Somewhat important – I actively seek out free shipping deals | 46% |
| Neither important nor unimportant – I’d like to find it, but it’s not necessary | 15% |
| Somewhat unimportant – Free shipping has very little effect | 2% |
| Very unimportant – I’ll make my purchase regardless of shipping offers | 2% |
| Don’t know/not sure | 6% |