NEW YORK (
) -- Shoppers are expected to increasingly buy online this holiday season as their inboxes are flooded with Black Friday deals and coupons.
Online retail spending is estimated to increase 15% year-over-year to $37.6 billion, according to Comscore. Shoppers have already spent $9.7 billion online in the first 20 days of November.
Brick-and-mortar retailers, meanwhile, are projected to see only a 2.8% uptick to $465.5 billion, estimates the National Retail Federation, which also predicts consumers will make a third of their holiday purchases online this year.
Consumers are likely drawn to online shopping because of convenience and the ability to browse. Growth from devices like tablets and smartphones, as well as price comparison apps, have also made it easier for shoppers to make purchases at anytime.
"You're seeing a shift from offline to online just because it's more efficient," said Graham Jones, general manager of online shopping site PriceGrabber. "As shoppers become more savvy they're going to keep doing this wherever they are."
On Thanksgiving Day, online sales made from mobile devices were up 10%, with tablets responsible for the majority of those sales, according to e-commerce software company
Orders on tablets also tend to be on average 15% higher than on PCs, because owners of iPads and other similar advices tend to skew towards middle and upper income demographics, ChannelAdvisor president David Spitz said in an interview.
Tech giants are aggressively pushing for consumers to choose online retail over brick-and-mortar.
began slashing prices on items like electronics, video games and toys starting Nov. 1. The company also released a new mobile app for the iPhone called PriceCheck that lets shoppers compare prices in stores with those of Amazon.
, meanwhile, has opened temporary "pop up" locations in New York, San Francisco and London where shoppers can make purchases using their mobile phones. They will also feature food trucks and free WiFi for shoppers.
eBay is focused on
. In 2010, the company acquired barcode scanning app
Written by Olivia Oran in New York
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