Digital Marketing Statistics & Metrics

Christmas Shoppers Mostly Researched for Gifts & Purchased It in November 2016 | NRF

E-Commerce & Retail | Global

More than half of 2016 Christmas holiday shoppers (55%) cited that they started their researching for the potential gifts in October & September or earlier, compared to 46% begun their researching journey in November (36%) & December (32%) -27% at the first 2 weeks of December while only 5% at the last 2 weeks-.

33% of the early purchasers – who bought during October & September or earlier – did actually purchase at that time, compared to the 68% of the later purchasers – in November & December – who did actually purchase.

The most researching (33%) and purchasing (36%) period was in November and the lowest researching (2%) and purchasing (5%) took place in the last 2 weeks of December.

Graph Shows Researching & Actually Purchasing  for the Chrismas 

A Graph Shows Holiday research vs. purchasing timeline, 2017 Based on NRF.


Founded in 1991 and based in Washington, D.C., the National Retail Federation (NRF) is the world’s largest retail trade association. NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and also Internet retailers within the United States and over 45 countries around the whole world. As retail is the nation’s largest private-sector employer, it supports one in four the US. jobs and it contributes $2.6 trillion to the annual GDP.

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