Shopping Study Shows eRetailers as Number One Shopping Destination for Holiday Shopping

-30 percent of all shoppers say they will do the majority of their shopping online -

Nov 20, 2013, 10:00 ET from The Integer Group

DENVER, Nov. 20, 2013 /PRNewswire/ -- An ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research shows that 30 percent of shoppers say the ease, speed, and low prices offered online make it a clear solution for the value and time-saving shopping experience they seek. More shoppers will engage in couch commerce since they know that they can find the widest selection at the best price without leaving their couch or dealing with the masses.


Although mass merchants remain a popular holiday shopping destination for those who want to experience the nostalgic festive experience in stores, 54 percent of shoppers say they will take advantage of free shipping deals that eRetailers can offer.

The study also shows more men plan to do their shopping with eRetailers because they say spending as little time as possible is the most important attribute for holiday shopping, while more women will shop at mass merchants as they say having an enjoyable experience is the most important attribute.

Shoppers choose different channels at different times during the shopping season, with mass merchants being the choice destination for Black Friday and last minute shopping.

"The length of the holiday-shopping season allows shoppers to interact with brands and retailers multiple times and across multiple touch points. Shoppers increasingly expect a multichannel shopping experience that allows them to easily transact across websites, smartphones, and store aisles," said Craig Elston, senior vice president, Insight & Strategy at The Integer Group. "Brands and retailers should take time to evaluate and understand how customers move through these various touch points to ensure that their priorities are being met throughout the path to purchase."

Additional findings in the Holiday Edition of The Checkout include:

  • 43 percent of Millennials will take advantage of Black Friday deals
  • 6 percent of holiday shoppers will use smartphones as an information resource in 2013, compared to 4 percent in 2012
  • 18 percent more shoppers are using online tools (search engines, eRetailers, and brand websites) this year versus last year–mobile tools as an information source is a result of greater adoption among 35- to 49-year-olds and 50+-year-olds compared to 2012

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog

About The Integer Group

The Integer Group ( is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at

About Omnicom

Omnicom Group Inc. (NYSE:  OMC) ( is a leading global marketing and corporate communications company.  Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

SOURCE The Integer Group