Retailers make bigger push for online shopping

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As holiday shoppers hunt for the best bargains this winter, Web sites are trying to entice consumers to purchase gifts online for extra deals, but some experts say it won’t have a large impact on in-store shopping.

Online sales nationwide are expected to increase by 8 percent to $44.7 billion this holiday season, compared to $41.4 billion last year, according to Forrester Research, a technology and market research company.

Retail professor Pat Huddleston said online retailers are doing everything they can to attract consumers, such as offering free shipping and discounts, which might encourage customers to stay inside for their shopping needs.

“It’s more convenient for people,” she said. “It makes it easy to compare prices among competing retailers without (having) to go store to store. (These incentives) might be even less expensive than it would be for people to drive to the stores.”

However, despite the predicted increase in online sales, Huddleston said she doesn’t think there will be a drastic change in total sales.

“Various predications were made by retail analysts. … Regardless of what you believe, there is not going to be very much difference in (overall) store sales than last year,” she said.

Kristen Pfaendtner, store manager of The Limited, located at Meridian Mall in Okemos, said the fact that store merchandise is available online provides convenience for customers, but she hasn’t seen it affect the number of customers who are coming into the store this holiday season.

“(Shoppers) still cross our threshold,” she said. “There has been an increase in sales over the past few years. Most men shop online to buy stuff for their wives … (but) women are shopping for themselves and want to come in and try clothes on.”

Pfaendtner said The Limited has tailored promotions to accommodate online holiday shoppers, such as special one-day coupons, but it doesn’t always mean better offers. Residential College in the Arts and Humanities freshman Jaimie Mercer said although she receives coupons for online store purchases, she doesn’t take advantage of their offers.

“I like going into stores because of the atmosphere,” she said. “I get coupons e-mailed to my phone which are only for online (purchases), but I never use them.”

Assistant professor of telecommunication, information studies and media Kurt Demaagd said commodity goods, such as electronics, appeal to online shoppers more than retail items.

“A lot comes with experiencing goods before buying it,” he said. “Certain sized goods, like shoes, don’t always fit the same even though you’re always the same size.”

Huddleston said regardless of where people are buying their holiday gifts, they should do their shopping soon, because retailers aren’t purchasing as much merchandise this year. Retailers had large quantities of leftover inventory last year, and they are trying to order a more realistic amount this year, she said.

“Customers are going to be looking for bargains just like last year, but because retailers have ordered less merchandise, if (consumers) don’t buy early, they’ll be disappointed,” she said.

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