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Deloitte: Annual Holiday Survey

By Rob Starr, Content Manager, Big4.com

According to Deloitte’s annual holiday survey of consumer spending intentions and trends, Smartphones may be among retailers’ strongest allies this holiday season.

Alison Paul, vice chairman, Deloitte LLP, and retail & distribution sector leader comments:

“We anticipate that retailers will increasingly interact with mobile shoppers this holiday season,” she said. “Deloitte’s research into smartphones’ influence on in-store sales indicates that the conversion rate for shoppers who use a retailer’s dedicated mobile application is 21 percent higher than those who do not. This holiday season, branded applications, Wi-Fi connectivity and personalized, location-based promotions from retailers can enable shoppers to make an immediate buying decision in the store.”

Smartphone-toting holiday shoppers may also be highly valuable to retailers this season. These consumers are expected to shell out 72 percent more than those who do not plan to use smartphones, spending a total $1,428 on the holidays across categories including gifts, entertaining at home, socializing away from home, non-gift clothing, home/holiday furnishings and other holiday spending.

Nearly half (45 percent) of consumers surveyed plan to shop online for holiday gifts. Many shoppers will head to the Web to strike a deal, but also to become more informed about the purchases they are making.

More than half of the survey respondents (55 percent) indicate they often read online reviews before buying holiday merchandise online, and nearly 3 in 10 (28 percent) say they will rely on reviews more this year than last year.

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