Which Retailers Won Christmas?

It’s actually kind of a toss-up
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Santa Money Raining

Now that Santa and his reindeer are safely back at their North Pole digs, it’s time to do a little holiday assessing.

And for that we turn to Field Agent, the market research firm, which queried 2,150 holiday shoppers on Dec. 27 to determine what they bought and where they bought it.

In terms of sheer traffic, Walmart won the season, with 76 percent of respondents having shopped there during the holiday selling period. Coming in at No. 2 was Amazon (67 percent), followed by Target (57 percent), Kohl’s (33 percent) and Best Buy (28 percent.

Field Agent top holiday retailers

However, when asked where they dropped the most green, Amazon edged out Walmart, 30 percent to 29 percent, followed by Target at 11 percent, while Best Buy and Kohl’s tied for fourth place at 5 percent each.

And for those who predict the end of brick-and-mortar retail, guess again: Fully 79 percent of consumers did some or all of their shopping in-store, making it the most common means by which gift givers purchased holiday presents last season.

Field Agent how people holiday shopped

Of course, e-commerce was no slouch either, with 73 percent of respondents making holiday purchases online. Of those, 66 percent ordered them for delivery and 36 percent chose to retrieve them from a store.

However, asked again where they spent the most money, online came out on top, cited by 50 percent of shoppers, vs. the 47 percent who spread the most wealth in stores.

As to what all those greenbacks were spent on, toys were No. 1, cited by 23 percent of respondents, while consumer electronics were a close second at 20 percent, followed by apparel at 16 percent.

Field Agent holiday products chart



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