As both retailers and consumers are getting ready for the largest shopping weekend of the year, brick-and-mortar and online stores are competing for the attention (and the money) of holiday shoppers. Most current research suggests that consumers will split their holiday spending
evenly between the digital and the real world, but how do they decide where to buy what?
According to a survey conducted by the National Retail Federation
, it’s all about the right deals. When asked about the most important factors in deciding to shop at a particular retailer, both on and offline, 73 percent named sales and discounts as a key factor. How else can retailers lure shoppers into spending their holiday dollars at the right place? The following chart has the answers.