Macy’s shoppers embrace the digital world

October 16, 2015 02:46 PM

The department store Santa Claus could get lonely at Macy’s this year. Nearly half —47%—of Macy’s shoppers are planning to conduct the majority of their Christmas shopping online, 35% using a computer and 12% using a mobile phone or tablet. 

That’s one of the findings about holiday shopping that Macy’s uncovered in a survey last month of 5,000 Macy’s shoppers 18 or older. That survey also shows 54% of Millennial Macy’s shoppers would shop for a gift online and pick it up in a store, compared to 41% of those aged 36-65. 

Shoppers in the survey will spend an average of $1,211 on holiday gifts. Millennial shoppers, those born from 1990 on, will have a budget of $937 while older shoppers’ budgets will average $1,304. Clothing will be the top gift category, with 39% of shoppers planning apparel purchases. A distant second is gift cards at 15% and then electronics at 12% and toys, 10%. 

Gift cards are less important to Millennials than to older shoppers; 10% of Millennials will buy gift cards vs. 17% of older shoppers. 

Macy’s has been expanding its operations to meet the growing demand from consumers who want to buy online. In August, it opened a 1.3 million-square-foot distribution center for direct-to-consumer purchases in Tulsa, OK. Macy’s operates five other distribution centers in Arizona, California, Connecticut, Tennessee and West Virginia.

Macy’s Inc. is No. 7 in the 2015 Internet Retailer Top 500 Guide.




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