Published Oct 25, 2023

Embracing Ecommerce: How U.S. Shoppers Are Transforming Holiday Retail



The holiday shopping scene in the United States is undergoing a significant transformation as more consumers embrace the convenience and benefits of online shopping. In this era of digital technology, ecommerce has emerged as the preferred method for most U.S. shoppers. In response to this ongoing transformation, Celigo conducted a survey of 1,000+ U.S. consumers about how to meet  (and exceed) holiday shopping expectations.

We have examined some of the survey’s top results, including:

This article examines the factors behind the rise in ecommerce and investigates the key drivers compelling consumers to choose the online shopping experience during the holiday season.

Get the full 2023 Holiday Shopper Survey here.

Shopping Convenience

In 2023, 65% of U.S. shoppers have chosen to do all their holiday shopping online, forsaking the traditional brick-and-mortar stores. The allure of convenience lies at the heart of this trend. With just a few clicks, consumers can access an extensive array of products from the comfort of their homes.

The freedom to shop anytime, anywhere, and on any device has revolutionized how consumers approach the holiday season.

Immediate Access to Preferred Products

The attractiveness of online shopping is heightened by how effortlessly consumers can discover the products they desire. 60% of holiday shoppers opt for online shopping because it grants them immediate access to an extensive array of readily accessible items. Ecommerce platforms provide various products that cater to specific tastes and interests, even niche and specialized items. This accessibility creates excitement in the shopping journey, rendering it more personalized and tailored to each shopper.

Unparalleled Convenience

An impressive 69% of consumers opt for online shopping instead of traditional brick-and-mortar stores due to its unmatched convenience. Gone are the days of contending with crowded parking lots and enduring lengthy checkout queues. Online shopping liberates shoppers from the holiday rush and the challenges of maneuvering through packed stores. With just a few clicks, they can effortlessly add products to their cart, securely complete payments, and have items delivered straight to their doorstep.

Quick Delivery

The rapid delivery of products plays a pivotal role in the growing preference for online shopping. 48% of holiday shoppers highly appreciate the prompt delivery choices provided by ecommerce platforms. Retailers have acknowledged this demand and have fine-tuned their logistical operations while forging partnerships with dependable shipping companies.

The assurance of swift and reliable delivery guarantees that gifts and purchases reach customers punctually, elevating the overall shopping experience.

The Rise of Online Shopping in the U.S.

The increasing preference for online holiday shopping mirrors the changing shopping patterns of U.S. consumers. The convenience, access to desired products, smooth transactions, quick deliveries, and appealing discounts provided by e-commerce platforms have fundamentally altered how shoppers engage with the festive season.

As this trend continues to grow, retailers must adjust and enhance their online presence to meet the expectations of tech-savvy consumers searching for the best digital shopping experience. By embracing the possibilities of e-commerce and prioritizing customer-centered strategies, businesses can flourish during the holiday season and beyond, guaranteeing a smooth and enjoyable shopping adventure for their valued patrons.

Learn more about ways to improve the holiday shopping experience for your consumers.

–> Get the full 2023 Holiday Shopper Survey here.