Internet service provider Yahoo! Small Business and research firm Harris Interactive Survey released the results of a study this week that found three out of four holiday shoppers will buy gifts online this holiday season and that most are likely to purchase from a small business.
Survey respondents also expressed strong support for e-commerce with small businesses that offer a secure payment system, easy customer checkout and free shipping. Nearly a third of holiday shoppers said that they would do half or more of their holiday shopping online, and nearly two thirds, or 63 percent, said online specialty retailers are one of the best places to shop for unusual or hard-to-find gifts.
“Many consumers rely on small businesses that are online during the holiday shopping season because they offer variety, value and unique gifts that aren’t always available in stores,” says Rich Riley, VP and general manager of Yahoo! Small Business. “The survey shows that shoppers have high expectations, but also high confidence in buying holiday gifts online with small businesses.”
Yahoo! says the nationwide survey of 2,766 American online adults is being released in advance of the beginning of the peak holiday shopping season. The survey, conducted in late October, measured sentiment among the general online adult population about holiday shopping online.