Nearly All U.S. Consumers Planning To Do Holiday Shopping Online

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San Francisco — When it comes to holiday shopping this year, 95 percent of U.S. consumers say they will make “half or more” of their purchases online, according to Leanplum, Inc., a mobile marketing vendor.

Millennials and gen Z lead online shopping trends, and more than 16 percent of the cohorts say they will only shop online this holiday season, Leanplum reports. Most online shopping, 80 percent, will be done through mobile devices.

When it comes to email marketing, three-quarters of shoppers say they find it helpful to receive communications regarding deals and promotion from retailers. However, 75 percent say generic messages are annoying or bother them.

“As shopping habits shift online and away from brick-and-mortar stores, brands must adjust to communicate with their customers via mobile,” says Momchil Kyurkchiev, CEO and co-founder of Leanplum. “Through our research, we see that it’s important that brands provide a personalized experience for each customer. At Leanplum, our core mission is to enable our customers to consistently deliver relevant, timely and personalized communications to their end users.”