Deloitte: Online and mobile shopping gets consumers in the spirit

By Rob Starr, Content Manager, Big4.com

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

Consumers indicate that service with a smile – and even a scanner – counts when shopping in the store. Nearly 6 in 10 (56 percent) shoppers surveyed say they are more likely to purchase from a store retailer that has knowledgeable sales associates. Additionally, 4 in 10 (38 percent) consumers expect store associates to have the ability to match prices.

Consumers may be most inclined to rely on sales associates when shopping for technology. Four out of ten (43 percent) consumers surveyed indicate that during the holidays, they are more likely to seek help from store associates in electronics or office supply stores, followed by traditional department stores (26 percent) and discount stores (22 percent).

More than two-thirds (67 percent) of consumers surveyed expect to find out about the products they purchase this holiday season through combined online, social media and mobile formats, compared to 60 percent who will rely on traditional media such as radio, television and newspapers. Nearly the same amount (57 percent) expects to learn about products this holiday season through friends and family.