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The Evolution of the Holiday Shopper

December 12, 2011 By Steve Schaffer
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While the twinkling lights and tinsel make 2011 seem like a typical year for holiday shopping, the truth is it's not. The biggest difference this year is with consumers themselves, specifically where and how they spend their money and how retailers are competing for those dollars.

A recent survey conducted by Ipsos Public Affairs and commissioned by Offers.com asked consumers about their holiday spending plans. The survey found that 49 percent of shoppers have been making holiday purchases throughout the year and have looked for online coupons, special sales and deals to get the best prices on those purchases.  

Should this come as a surprise? With the current state of the economy it’s obvious that consumers are becoming more deal savvy, constantly looking for ways to tighten their belts. Where are holiday shoppers finding those great deals? How do online coupon sites and daily-deal emails play a role in this year’s holiday shopping?

More Consumers are Turning to Online Shopping
Online shopping often provides better value, selection and convenience than shopping in brick-and-mortar stores. Online coupons offer extra discounts that often can't be found elsewhere. According to comScore, online retail spending reached an estimated $36.3 billion for the third quarter, up 13 percent over 2010. This represented the fourth consecutive quarter of double-digit growth. There's no denying that online shopping is quickly becoming the preferred way for consumers to shop 'til they drop during the very busy holiday season.

Consumers are Doing Their Homework
The Offers.com survey found that 87 percent of consumers plan on spending less or the same amount on holiday gifts as they did last year. This means consumers will be looking to get the best deals. The retail environment supports these bargain shoppers by releasing details of select product discounts far in advance of upcoming holidays. Black Friday shoppers were able to check sale prices and other savings opportunities from many of the top retailers weeks in advance of heading out in the wee hours of the morning that day.

 

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FROM THE BOOKSTORE

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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