Convenience is King—Half of Americans Will Shop In-Store vs. Online This Holiday to Avoid Shipping Time

A third of American shoppers intend to spend more; half will begin spending in advance of the Thanksgiving holidays

NEW YORK —November 25, 2014 – 1010data, Inc., a leader in Big Data Discovery and data sharing, today announced the results of its Holiday Shopping Study that examined national attitudes about holiday gift shopping. The Study revealed that Americans still have a large appetite for traditional holiday shopping in brick-and-mortar stores vs. online shopping. Respondents cite an unwillingness to wait for shipping (52%) as the leading reason for preferring brick and mortar to online, followed by a desire to get inspiration for gifts (47%) and to physically get the gift and avoid problems with shipping (41%).  They also visit physical stores to view gifts in person and buy online later (43%), and check prices at the store and compare them to online prices (41%). 

Additional reasons for preferring brick-and-mortar stores were enjoying the holiday atmosphere (38%) and preferring to shop with other people / friends (32%). A handful of shoppers reported not trusting online shopping stores with their credit card details (6%). 

US Holiday Shoppers Will Buy Early This Year
Nearly all (97%) Americans claim that they will buy holiday gifts early this year, with half (50%) expecting to start before Thanksgiving and 1 in 5 (21%) starting on Black Friday to ensure product availability. Other motivations for starting early include:

  • To avoid crowds and long lines - 68% 
  • To avoid the last minute rush or stress of shopping for gifts - 68% 
  • To ensure the item they want is in stock/available - 63%
  • To allow enough time for online shipping and delivery – 58%
  • To get the best deals – 58%    
  • To have more choice, selection, or inspiration – 55%

2014 Holiday Shopping Strategies Rooted in Budget
Nearly all (98%) Americans have some kind of “game plan” when shopping for gifts during the holidays. Shopping online and in store to get the best price possible (55%) is the top holiday shopping strategy followed by buying products early before they are sold out (52%), and waiting for products to go on sale before purchasing them/ only using coupons (33%). Additional holiday shopping strategies include shopping after the holidays to get the best price markdowns (24%) and comparing prices online but ultimately purchasing in store (15%). 

When it comes to the American budget this holiday season, nearly half (47%) of the country say they will be spending approximately the same amount as they did last year. One third (33%) intend to spend more than they did last year vs. one fifth (20%) who plan to spend less than they did last year. Influences credited for adjustments in holiday spending this year include changes in economic outlook and status.

An additional 1% of Americans confess they will be spending more money on themselves this year.


The study was commissioned by 1010data and fielded by uSamp. uSamp’s online market research panel consists of 12 million highly responsive and diverse panelists worldwide with 12,000 new registrants per day, including mobile Study panelists. They are able to reach niche panelists across any demographic from 90+ countries in North, Central and South America, Europe, Africa and Asia Pacific. This study surveyed 1,004 adults ages 18 and older in the US.