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Online Retailers Report Rise in Holiday Buying
"WASHINGTON -- Though the year is far from over, many online retailers have already declared this holiday season a success. The 2004 Shop.org/BizRate.com Online Holiday Mood Study found that 91 percent of merchants have seen online growth this holiday season, with 17 percent experiencing sales more than twice as high as a year ago. Due to the last-minute mentalities of many shoppers this year, retailers are beefing up staffing levels and shipping programs to ensure that orders arrive in time for Christmas. This year, more than one-fourth (28%) of merchants will guarantee Christmas Day delivery for items ordered with standard shipping on or after Dec. 20, the Monday before Christmas. In addition, nearly half of retailers (46%) plan to offer express shipping promotions during the week of Dec. 19. "Online retailers are turning their focus away from the early birds to the procrastinators," said Scott Silverman, executive director of Shop.org. "Internet retailers know that their customers want to shop at the last minute and have stepped up to the plate with a variety of shipping options this year, all of which ensure the on time arrival of merchandise."The rise in online sales can again be partially attributed to rising satisfaction among consumers. According to the survey, 95 percent of consumers have been satisfied with their online purchases this holiday season, 9 percent more than the same time last year."Online retailers have become better at understanding and acting on what their customers want," said Chuck Davis, president and chief executive officer of Shopzilla Inc., formerly BizRate.com. "The early year hiccups of poor fulfillment and empty Christmas stockings are a long memory now."According to the survey, the most successful Web site feature for driving sales has been a gift idea center (56%), where consumers can browse for suggested gifts by gender, price, or category. Other popular Web site features have included a "suggested items" page (32%), clearance or sale page (32%), and a featured sale item page (31%). Again this year, free shipping with conditions has been the most successful marketing promotion among merchants (60%).The importance of catalogs has also been reinforced this year to online retailers. According to the survey, 45 percent of consumers use a catalog to conduct research, then buy online. Another 21 percent of consumers research products online, then purchase from a catalog. Merchants recognize the importance of catalogs to their business, with over half of retailers (53%) reporting that catalog mailings have been the most successful in driving consumers to their Web site.About the SurveyThe Online Holiday Mood Study is based on data provided directly from online retailers in addition to consumer data. The Shop.org/BizRate.com 2004 Holiday Online Mood Study was designed to gauge consumer behavior and online retailers' success during the winter holiday season. The poll of 1,612 online buyers (defined as anyone who has made a purchase online in the last 12 months) and more than 100 online retailers, all members of Shop.org, was conducted December 6-7, 2004."