STATE – New Jersey residents who dread holiday shopping slightly outnumber those who actually look forward to it, 46 percent to 41 percent, according to a new Monmouth University/Asbury Park Press Poll. Nearly 4-in-10 planned to do much of their holiday shopping online, but a quarter went shopping in stores on Thanksgiving or Black Friday, the poll found.
Overall, 39 percent of New Jerseyans report that they leave most of their holiday shopping until the final ten days before Christmas while 21 percent try to wrap up their gift buying by mid-December. Another 27 percent already had most of their holiday shopping done at the beginning of the month. About 1-in-10 (11%) report that they are not shopping for gifts this season at all.
Overall, 16 percent of New Jerseyans say they will do all or most of their holiday shopping online this year. Another 22 percent will do about half of it online and 22 percent will do some shopping online. Another 38 percent will not shop online for any holiday gifts this year.
“It was not very long ago when online shopping was a relatively new phenomenon that would require changes in how consumers search for, evaluate, and purchase items. For many younger consumers, the online world is nothing new to them, so they do not face the need to change many of their prior purchasing behaviors. Quite simply, to these consumers, online purchasing has been the norm forever,” said Dr. Joseph Rocereto, Associate Professor of Marketing at Monmouth University’s Leon Hess Business School.
The Monmouth University/Asbury Park Press Poll was conducted by telephone with 802 New Jersey adults from December 4 to 8, 2013. This sample has a margin of error of + 3.5 percent. The poll was conducted by the Monmouth University Polling Institute and originally published by the Asbury Park Press and its sister publications (Courier-Post, Courier News, Daily Journal, Daily Record, and Home News Tribune).
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