Increase in consumers shopping for gifts before Thanksgiving, while higher percentage will take place online.
A new study by NPD in the US has found that more consumers will begin their Christmas shopping earlier this year, with half of all shoppers starting before the Thanksgiving weekend.
This marks a 6% increase over 2014, according to NPD’s 2015 Holiday Purchase Intentions Survey.
Online retailers will also continue to steal market share. Two thirds of consumers plan to do some of their Christmas shopping online this year, a 12% increase over 2014.
Based on consumer plans, more of their purchases are expected to come from the online channel in 2015, and e-commerce pure play sites gained the most in terms of planned purchased out of all destinations this year.
Fashion and entertainment are the top planned super categories for Christmas purchase, followed by toys.
Out of the respondents, 49% said they were planning to buy clothing, up from 44% in 2014.
Food and beverages, books, movies/DVDs, video games/consoles, small personal accessories and smartphones also have the attention of more consumers this Christmas season.
“Consumers don’t have a need to seek the deals out on Black Friday the way they did during past holiday seasons,” said Marshal Cohen, chief industry analyst at the NPD Group. “Now the deals come to them, early and often.
“With consumers shopping earlier and more going online, it will be critical for brick retailers to take action in order to compete with the click players.”
