Survey: Most US Shoppers Comparison Shop On Amazon Before Buying Gifts

Date: December 21, 2015

Data Shows 87% Of Holiday Shoppers Using Amazon To Check Prices

According to a new BloomReach survey of 3,000 US consumers, many shoppers this holiday season are treating Amazon “more like a search engine” than ever before, with 87 percent of consumers planning to “comparison-shop on Amazon for their gift purchases.” Chain Store Age reported that the survey also found that 73 percent said they would make a purchase on Amazon, while 71 percent plan to spend at least a quarter of their holiday budgets on Amazon, and 31 percent said they’d spend over half over their budget on Amazon. When asked if they would still look on Amazon if they find the exact item they were looking for elsewhere with an acceptable price and shipping terms, 28 percent said they would. Asked why they keep turning to Amazon over other retailers, 43 percent indicated it was because of “Amazon’s ability to intuitively find or predict exactly what they want more quickly,” while 33 percent said Amazon’s pricing. In addition, 40 percent said they start their searches on Amazon when they know what they want to buy, and 35 percent said they still start on Amazon even when they don’t know what they are looking for.

Venture Beat reported that the research leaves questions about how smaller retailers can compete for consumers. BloomReach head of marketing and partnerships Joelle Kaufman said, “As we’ve been conducting these surveys, time and time again, we’ve seen that consumers’ priorities are time savings and relevance, and often equally weighted with price. Amazon’s technology and Prime service meet all three, together with a breadth of selection and trusted content about products. Its technology gives customers intuitive and relevant search with auto-suggest.” Kaufman suggested smaller retailers can compete best by improving “search and discovery to ensure relevance” as well as employing “a mobile-first strategy followed by organic and onsite.” Additionally, smaller retailers “can also deliver an end-to-end compelling brand experience from best price and packages through to packaging, customer support, and returns.”

What This Means For Small Businesses

Though consumers are increasingly focused on using Amazon to make purchasing decisions, small businesses can focus on unique products as well as extra customer support to help win shoppers during the busy holiday season.

Additional Reading

Business Insider reported on a second survey that found US consumers preferring to do online shopping via Amazon.

Note: this article is intended to keep small business owners up on the latest news. It does not necessarily represent the policy stances of NFIB.

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