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Consumers will be showrooming en masse this holiday season – but also shopping locally

November 7, 2013

The latest surveys of holiday shoppers reveal a couple major trends: consumers will be using technology en masse to purchase products this year, but they'll also be making attempts to shop locally whenever possible.

The latest surveys of holiday shoppers reveal a couple major trends: consumers will be using technology en masse to purchase products this year, but they’ll also be making attempts to shop locally whenever possible. 

Two-thirds of all holiday shoppers plan to shop locally at small businesses or other non-chain locations this season, according to the latest report issued by Deloitte. Additionally, one-third of consumers’ budgets will be spent at local stores, on average.

The reasons for this are myriad, according to Deloitte: 60 percent of consumers reported shopping at these stores as a result of wanting to support the local economy, while 53 percent identified the potential to find one-of-a-kind gifts as a motivating factor. Roughly 45 percent of respondents, additionally, identified convenience as the reason they would be shopping in-store and locally. 

“In the store, retail associates can be engaged to drive loyalty rather than just complete a transaction,” said Alison Paul, vice chairman of Deloitte. “The most successful retailers are empowering their associates to become devoted brand advocates who are knowledgeable, connected online, have the authority to price match and are aware of products available through other channels.”

Online and mobile credit card processing is a must for retailers this season
The same Deloitte report noted yet another consumer trend for this holiday season: the firm found that 68 percent of smartphone owners plan to use their devices for holiday shopping. The amount of individuals who own the devices is also increasing significantly – more than 60 percent of all respondents to the poll noted they own one of the devices, when only 42 reported so at this point two years ago.

 A recent Accenture poll illustrates the importance of these figures: that firm found that the majority of Canadian shoppers will make use of computers, tablets and smartphones as shopping tools this holiday season. More than 60 percent of these individuals will visit a store looking for a gift and then purchase it for a lower price at an online payment processing terminal, illustrating the importance of keeping prices low across all shopping channels. 

Additionally, Accenture reports that more than a quarter of Canadian shoppers will make at least half of their purchases at online credit card processing pages. 

“More people are using smartphones as part of a seamless shopping experience to get immediate pricing and product information in the palm of their hands, while at home or in a store,” said Kelly Askew, managing director of retail management consulting at Accenture.

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