Satisfaction Drives Rise in Online Holiday Shopping

A day after it was reported that only half of buyers completed their holiday shopping, with a third of procrastinators planning to complete their shopping online, 91 percent of merchants have reported growth in online sales, with 17 percent saying online sales are double last years.

The rise in online sales is partially attributed to rising satisfaction among consumers. According to the 2004 Shop.org/BizRate.com Online Holiday Mood Study, 95 percent of consumers have been satisfied with their online purchases this holiday season, nine percent more than the same time last year.

According to the study, the most successful website 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 website 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%).

Another finding is the importance of catalogs. According to the survey, 45 percent of consumers use a catalog to conduct research, and then buy online.

Another 21 percent of consumers research products online, then purchase from a catalog. Many online retailers are recognizing the importance of catalogs, with over half of them reporting that catalog mailings have been the most successful in driving consumers to their website.

Due to the last-minute shopping behavior this year, retailers are beefing up staffing levels and shipping programs to ensure that orders arrive in time for Christmas.

“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,” says Scott Silverman, Executive Director of Shop.org, an association for online retailers.