At The Prowl, we pretty much have shopping on the brain 24×7. With the holiday shopping season starting to kick into high gear, you can just imagine how our brains are working overtime! The site is already brimming with lustworthy holiday gifts and decorations .

Last week we took a break from drooling over this mixer (what a thing of beauty!) to send out a survey to find out how moms will be approaching their holiday shopping this year. One thing is clear — online is where it’s at!

And the survey says…

Retailers better have their mobile sites ready – according to our new survey* nearly half of all moms (49%) are planning to make purchases on a mobile device this holiday season.  This includes 32% who will be shopping on their tablets, 27% who will buy on their smart phones, and 11% who will be using both tablets and smart phones.

Infographic - Moms Go Mobile For Holiday Shopping

Online shopping overall also continues to grow, with 91% of moms planning to spend the same or more on online holiday purchases than they did last year.  Meanwhile, just 24% of moms will be shopping primarily in store.

With this overall shift towards online shopping comes a shift in how moms look for deals.  Moms are shunning the long Black Friday lines in favor of online coupon codes.  Half the moms (49%) said they refused to wait in ANY line on Black Friday.  Among the moms who would wait for a Black Friday deal, their average wait time was just 37 minutes.  In contrast, 97% of moms use coupon codes for some or all of their online purchases.

Moms’ anticipated holiday gift spending for this year is roughly even versus last year; 55% say they will spend about the same, 23% will spend more, and 22% will spend less.  Moms expect to spend an average of $224 on gifts for each of their children, which is almost even with the $221 they expect to spend on their husbands / significant others.

So, what about you — Will you be shopping on your phone and tablet this year?

*Methodology: In November 2013, The Prowl conducted a national online survey of 511 moms in the U.S. The survey included approximately 25 questions regarding moms’ holiday shopping plans.

Join the conversation! 18 Comments

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