25% of online shoppers plan to use a smartphone for holiday shopping, and they are more likely than those who use other devices to buy online and pick up in store (BOPIS) according to The NPD Group. Smaller mobile screens have been taking on more of the shopping workload in recent years, growing from just 19% two years ago.
“The consumer’s adoption of mobile shopping can lead them to the store, where most impulse spending takes place,” says Marshal Cohen, chief industry advisor, The NPD Group. “This further demonstrates the importance of a seamless retail approach in keeping up with today’s retail environment, especially during the competitive holiday shopping season.”
The division between online and in-store shopping continues to blur as the consumer looks for more ease and flexibility in their holiday shopping experience. More than 75% of consumers will shop online this holiday season, and nearly 20% of online purchases will be picked up in the store.
Beyond shopping, both brick and click retailers can benefit from other smartphone conveniences the consumer is embracing while on the go and in stores. 22% of consumers say they used an app to pay for holiday purchases in the store last year, and 39% of those consumers plan to use apps more often during the upcoming holiday season.
“Larger screen, desk-based options (laptops and desktops) meet the consumer’s needs to navigate and comparison shop today’s robust product assortments,” says Stephen Baker, vice president and industry advisor for The NPD Group. “However, mobile shopping continues to gain traction as phone screens expand and retailer apps become more adept at offering the quick transaction experience consumers are looking for, wherever they are.”