Smartphones will be retailers’ friend this holiday season, according to Deloitte’s annual survey of spending intentions and trends.
Half of consumers surveyed own smartphones and nearly seven-in-10 plan to use them for holiday shopping this year, according to the online survey on 5,089 consumers conducted during the 10-day period that began Sept. 14. These shoppers will primarily use their devices to get store locations (62%), check and compare prices (58%) and obtain product information (50%). These consumers are expected to shell out 72% more than those who do not plan to use smartphones, spending a total $1,428 on the holidays across categories including gifts, entertaining at home, socializing away from home, non-gift clothing, home/holiday furnishings and other holiday spending.
"Deloitte's research into smartphones' influence on in-store sales indicates that the conversion rate for shoppers who use a retailer's dedicated mobile application is 21% higher than those who do not," Alison Paul, vice chairman, Deloitte LLP, and retail & distribution sector leader. "This holiday season, branded applications, Wi-Fi connectivity and personalized, location-based promotions from retailers can enable shoppers to make an immediate buying decision in the store."
This year, Deloitte anticipates that in-store sales influenced by consumers' smartphone use will account for $36 billion, or 5.1% of total holiday retail store sales.
Among the other findings:
"The store continues to be central to holiday shoppin