The survey, conducted by Harris Interactive(R) on behalf of GSI, indicates that online shopping this holiday season stands to be less affected than in-store spending. Fifty-nine percent of online shoppers would be likely to make an impulse shopping decision if they saw something online that is perfect for someone they know, while 54 percent said limited-time offers such as sales or free shipping would influence their decisions.
The survey also indicated that women are more likely to make an impulse purchase online in response to limited-time offers than men (60% versus 48%, respectively).
As part of its approach to the holiday season, NFLshop.com is extending its marketing efforts beyond its traditional male NFL fans to reach more females. On Sunday, November 16, for one day only, the NFL ran a marketing campaign on television and the Web promoting a store-wide discount to stimulate impulse purchases.
"This past Sunday was the second largest sales event for NFLshop.com since GSI launched the Web store in 2006," said Stephen Bontempo, vice president of licensed e-commerce for GSI. "This made it the largest day so far in 2008."
"We're seeing a trend among our client base," said Fiona Dias, executive vice president of partner strategy and marketing for GSI. "Many of them are running similar one-day sales events and other promotions to capitalize on the impulse buying that is happening in the marketplace."
