Adobe also found that a majority of consumers also expect to spend the same amount in 2013 as they did last year, but online shopping continues to take a bigger share. Consumers are motivated to shop online primarily by the search for good deals, followed closely by the allure of free shipping. The survey is based on input from 400 consumers who plan to spend at least some of their budget online this year, Adobe said.
In-store price checking, commonly referred to as "showrooming," will become the norm. Approximately 35% of 18- to 34-year-olds already leverage mobile devices to compare prices while in stores, well above the 22% average, Adobe said.
Don't forget the growing significance of mobile-optimized shopping experiences as well as consumers taking to social media before making their purchase decision.
"Thanksgiving Day, Black Friday and Cyber Monday will all enjoy record online sales," said Brad Rencher, Adobe's senior vice president of digital marketing. "Thanksgiving Day sales are projected to surpass $1 billion and could overtake Black Friday within the next five years. The growing importance of Thanksgiving Day, the shortened holiday season and the growing role of mobile and social will make 2013 a very different shopping season than ever before."-- Written by Laurie Kulikowski in New York.