This holiday season, U.S. shoppers are expected to make as many purchases online as they do in-store, according to research from digital marketing agency Sq1.
The research shows that 52 percent of shoppers buy their gifts in-store, versus 48 percent online. Online shoppers are the early birds, on average making purchase decisions three months in advance, while in-store shoppers make purchases one to two weeks in advance.
While the study shows that almost all research for gifts is now done online, shipping costs are the main deterrent for purchasing online.
