According to NRF Survey - Retailers in for a Very Digital Holiday Season

Released by NRF on Oct 20, 2016

The NRF 2015 Holiday Consumer Spending Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 7,276 consumers and was conducted for NRF by Prosper Insights & Analytics, October 5-13, 2015. The consumer poll has a margin of error of plus or minus 1.2 percentage points.

Top Findings of Consumers Surveyed

  • Average spending per person reaches $805.65, comparable with spending in 2014 holiday season ($802.45).
  • Spending on gifts for family members will total $462.95, up from $458.75 last year, and a survey high.
  • Almost half of holiday shopping, consisting of browsing and buying, will be done online: average consumers say 46 percent of their shopping (both browsing and buying) this holiday season will be conducted online, up from 44 percent last year.
  • 21.4 percent of smartphone owners will use their device to purchase holiday merchandise this year, the highest seen since NRF first asked in 2011.
  • Nearly half (46.7%) said free shipping/shipping promotions are important factors in their decision on where to shop
  • 55.8 percent of holiday shoppers will splurge on themselves and/or others for non-gift items, and will spend an average of $131.59, up from $126.37 last year.

Read the full article here.