Have Yourself a Happy Online Holiday
Nov 26, 2021
More than ever before, holiday shopping this year will involve a ton of new electronic gizmos and gadgets. The mall might not be as crowded as in days of yore, but that doesn’t mean we stopped buying gifts. Now they magically appear on our front porch via online delivery elves. Santa’s red sleigh has been largely replaced by brown trucks. While that might not feel as festive, we still give and get the gifts we want.
And so, to get us into the gift-giving mood, we’re offering these simple holiday gift facts…for folks from one to 92:
According to Deloitte, more than 60% of people in the US prefer to buy their holiday gifts online. That’s a lot of shopping in your PJs.
Eventually, however, many shoppers do get dressed and head out of the house. Over 60% of US shoppers who choose to shop at brick-and-mortar stores do so because they can interact with the products before buying. And it’s not just trying on shoes and clothes. Electronics top the list because users can see how they work before deciding.
Over 75% of holiday gift purchases were made via computer in 2017, but mobile buying increased over the next two years, to the point where in 2019, around 70% of shoppers used their smartphones to buy gifts.
Even though some folks still visit physical stores to purchase, 66% of Americans first scope out their choices online, doing copious research before leaving home.
Does advertising work? Yes, but 23% of holiday shoppers rely more on social media and their friends’ opinions rather than ads to help them choose which gifts to buy, proving that word-of-mouth still works.
How much do married couples spend each holiday on one other? In 2020, Americans spent an average of $123 on their spouse. Over 12% spent more than $300. So, it pays to marry up.
However, that generosity wanes a bit for non-family members, as 35% of folks don’t buy anything for their friends. Nothing. Zip, zilch, zero. We’re not giving out advice here, but if you don't get anything this holiday season, it might be time to rethink your friends.
We’ve all likely been guilty of this at one time (or several), but 51% of us admit to buying holiday gifts for ourselves. It’s called a self-splurge, and there’s nothing wrong with it. Treat yourself. You’ll be glad you did.
Clearly, a global pandemic didn’t dampen holiday shoppers’ spirits too much in 2020, as we spent a record $10.8 billion on Cyber Monday alone, up from $9.4 billion in 2019.
Let’s not forget the decorations. In 2020, Americans spent an average of $227 each on trees, lights, bows, wreaths, and other accessories to make the spirits bright.
A lot of families will add electronic devices over the holidays. Today, the average American household owns 11 devices, all vying for the same internet connection. That’s a lot of bandwidth requirements. By 2025, that number is expected to jump to 20 gizmos per household. Keep up with the home tech explosion via 1 Gig of symmetrical, 100% fiber-optic internet connection.
