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Online Holiday Shopping on the Rise

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By: Jamie Matusow

Editor-in-Chief

According to NPD’s 2017 Holiday Purchase Intentions Survey, U.S. consumers anticipate doing nearly 40% of their 2017 holiday shopping online, up from one-third just two years ago. On average, they are planning to spend about 70% more than their in-store-only counterparts. Online shoppers predict they’ll pay out an average of $793 this holiday season compared to brick-and-mortar shoppers, who plan to spend about $467.

During the fourth quarter of 2016, NPD says consumer e-commerce purchase frequency increased 12% to an average of more than six online orders, compared to brick-and-mortar stores, where consumers made an average of 18 purchases, a 4% decline from the prior year. While Beauty was among the faster growing categories in terms of e-commerce purchase frequency, it was also one of the few categories that experienced purchase frequency growth at brick-and-mortar stores.

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