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Study: Fiscal Cliff & Holiday Shopping: Why We’re Shopping Now

New research from 2,893 Americans shows how the so-called “Fiscal Cliff” is affecting Holiday Shopping.

It also shows that Cyber Monday and Black Friday are not the most popular time to shop. Its now.

This information comes courtesy of SOASTA, the web & mobile performance and analytics company that helps six out of the top ten retailers make sure their websites are ready for the millions of people who will be using them this year.

2,893 Americans were surveyed December 11-13 about how the Fiscal Cliff would affect their holiday shopping and results showed:
83% have concerns about the Fiscal Cliff
50% said the Fiscal Cliff has had no effect on their holiday shopping decisions
30% say the Fiscal Cliff is make them to buy less for the holidays
17% say they have no concerns about the Fiscal Cliff
2% say its made them buy more
1% say its made them buy much more

In fact, when asked “what do you think this years holiday shopping season so far says about the economy?” Americans said:
40% believe the economy is get better
31% said unchanged
18% said the holiday shopping season shows the economy is getting worse

Also interesting – the most popular time to shop for holiday gifts isnt Black Friday or Cyber Monday but right now:

54% of Americans say they will shop between now and Christmas Day
37% shopped for holiday gifts before Thanksgiving
24% shopped for holiday gifts on Black Friday
23% shopped for holiday gifts on Cyber Monday
10% shopped for holiday gifts on Green Monday (December 10th)
7% shopped for holiday gifts on Thanksgiving
2% will shop for holiday gifts on December 26th
3% will shop for holiday gifts on December 27th and beyond

Online shopping beat traditional brick and mortar stores this shopping season with: 55% of Americans saying they did their holiday shopping online versus the 46% who did it in a brick and mortar store.

Meanwhile 12% of Americans admit they are going to make homemade gifts this year.

For Americans who shopped online for the holidays from a computer, 35% said the retail websites performed better than last year while 7% said they performed worse. 55% of Americans noticed no change.

For Americans who shopping online for the holidays from a smartphone, 59% said retail websites performed better than last year while 6% said they performed worse. 26% said there was no change.

For Americans using tablets for online shopping for the holidays, 44% said retail websites performed better than last year while 3% said they performed worse. 34% said there was no change.

It’s also worth noting that the percentage of Americans who own smartphones is now equal to the percentage of Americans who own regular mobile phones 46% to 46%.

Also 90% of Americans plan to give a holiday gift this year.

This survey was conducted online within the United States between December 11-13, 2012 among 2,893 adults (aged 18 and over by Harris Interactive on behalf SOASTA via its Quick Query omnibus product. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population.

If you are interested in this study you are free to post right away, you can download the full data tables here:
http://goo.gl/n8vQd

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