More Internet Users Are Buying Holiday Gifts Online

11/24/2004

eMarketer expects that in the holiday season now upon us Internet users who buy holiday gifts will continue to shift their purchases from offline to online stores. Data from DoubleClick shows that over the past three years the percentage of online consumers who purchased gifts over the Internet steadily increased from 61% to 66%, while the percentage of those who purchased gifts in stores decreased from 92% to 85%. During the same period, catalog shoppers held stable. As consumers shift their shopping from stores to the Internet, so too do their dollars. The eSpending report from December 2003, a collaborative study by Goldman Sachs, Harris Interactive and Nielsen//NetRatings, found that during last year's holiday season online buyers planned to spend 20.5% of their gift budget online, up from 16.4% in 2002. All of this increase was at the expense of stores. While retail Web sites are not about to replace stores anytime soon as the holiday gift destination of choice, they are gradually making inroads. www.emarketer.com

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