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Most Boomers Prefer Holiday Shopping Online

A dwindling share would rather go to a store or shop on Black Friday

Mature woman at home shopping on tablet with Christmas tree in the background

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When it comes to holiday purchases, boomers would rather shop via their computers or phones than go to a department store, according to a new survey of 4,036 U.S. consumers by Deloitte, a business services and consulting firm. 

Fifty-three percent of boomers say they prefer to shop online, versus 35 percent who would rather shop in a physical store. Boomers like online shopping nearly as much as millennials (55 percent) and Gen X (56 percent). 

"Seniors,” those 73 and older, are the only age group that on average still prefers to shop in brick-and-mortar stores, the survey indicated, with 52 percent preferring traditional shopping and 39 percent who’d rather go online. 

Older shoppers also say they’re less likely to shop on peak shopping days than in the past. Only 35 percent of boomers and 37 percent of seniors plan to shop on Black Friday (the day after Thanksgiving) this year, compared with 39 percent and 40 percent, respectively last year.

"Cause marketing” isn’t as big with older shoppers as it is with younger ones. While 75 percent of millennials and 62 percent of Gen X are willing to pay a premium for socially responsible products, 59 percent of boomers and 53 percent of seniors are willing to do so. Only 15 percent of boomers and 10 percent of seniors are willing to pay more than 10 percent extra for products in support of such causes. 

Deloitte found that the typical U.S. holiday shopper plans to spend $525 and buy 16 gifts.

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