In the Hunt for Holiday Shoppers, Retailers Must Attract Consumers via Online, Mobile, Print, and In-Store Mediums

Consumers Conducting Price-Comparison Homework Before Shopping

HERNDON, Va.--()--American consumers are asking retailers to make finding the best budget-saving deals simple and convenient this holiday season by promoting them online, on mobile devices, in newspapers and in stores, according to a holiday spending attitudes study by Strayer University.

In an increasingly digital world, nearly two-thirds (63 percent) of adult consumers expect retailers to make it easy for them to find the best deals by promoting them online, yet more than half (55 percent) say they will continue to look to newspapers and circulars to help them hold the line on their holiday budget.

“The budget-conscious consumer is taking a targeted approach to their holiday shopping by doing their homework before setting foot in a store,” said Dr. Joann Raphael, Professor of Economics at Strayer University. “Consumers know what they want and they expect retailers to fight for their hard-earned dollars.”

Digital shoppers also trended younger, with 78 percent of 18-to-35-year-olds and 67 percent of 35-to-54-year-olds saying they expect retailers to make it easy for them to find deals by promoting them online or on mobile devices. Only 44 percent of people aged 55 and older felt the same.

Parents are also more likely than those without a child under 18 to expect retailers to promote sales and deals online or on mobile devices (77 percent versus 57 percent).

“Consumers are no longer content only to search the mall for the best price on the items they want; instead they are doing their shopping at their convenience,” Raphael said. “And they are keeping retailers on their toes by pressuring them on multiple fronts for the best prices.”

That includes how they plan to time their purchases. Nearly equal numbers of adults polled said they would wait until the last minute to see how low prices can go before making their purchase (38 percent) or would buy now in order to put the stress of shopping behind them (35 percent).

At the same time, more than six in 10 (62 percent) also say that they enjoy visiting stores to search for deals during the holidays, suggesting that shoppers want the best of both worlds – online and in-store deals. Those under 35 (69 percent) are more likely than those 55 and over to say that they enjoy hunting for in-store deals (54 percent).

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About Strayer University

Strayer University is accredited by the Middle States Commission on Higher Education and has been in operation since 1892. The University offers undergraduate and graduate degree programs in business administration, accounting, information technology, human resource management, education, health services administration, public administration and criminal justice. With approximately 57,000 students, Strayer University operates 94 campuses in 23 states and Washington, D.C., as well as worldwide via the Internet. For more information, visit or call 1-888-4-STRAYER (888-478-7293).

About the Survey

These are some of the findings of Ipsos Public Affairs polls conducted November 2-7, 2011. For the survey, a nationally representative sample of 1,000 randomly-selected adults aged 18 and over residing in the U.S. was interviewed by telephone via Ipsos’ U.S. Telephone Express omnibus. With a sample of this size, the results are considered accurate within ±3.1 percentage points, 19 times out of 20, of what they would have been had the entire population of adults in the U.S. been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/gender composition reflects that of the actual U.S. population according to data from the U.S. Census Bureau.


Strayer University
Sonya Udler, 703-247-2517

Release Summary

To make finding budget-saving deals simple and convenient, American consumers want retailers to promote holiday deals online, on mobile devices, in newspapers and in stores, a recent survey notes.


Strayer University
Sonya Udler, 703-247-2517