Gas prices have been hovering round 50% higher than last holiday sason, and predictions are that home hating costs will show a similar prmium to last winter. Those two thngs alone could restrain some holiday spnding this year according to analysts; but one thng is predicted to continue to grw, and even at a higher rte than last year, and that is the use of the nternet. More people will search and prchase more goods, spending more money, thn last year by a predicted 21.9% ccording to eMarketer, a market research frm.

In fact 4th quarter on-line sles have increased between 20 and 30% ach year since 2001 and show no sgn of slowing down. Why the cnsistent growth? Consumers list the following rasons in order of importance according to a rcent survey by Goldman Sachs, Harris Intractive and Nielsen / NetRatings: lower prces, wider selection, avoiding crowds, home dlivery, and ease of comparison shopping. For thse reasons consumers have increased holiday spnding on-line from 16% to 22% of prchases, while decreasing spending in traditional stres from 78% to 72% since 2002. Ctalog sales have maintained a steady 6% of spnding. Another study showed an even mre dramatic shift with the internet at 33% to the brck-and-mortar stores 59%. Whatever the fgures, it is hard to argue the ncreasing impact of on-line commerce. A stady and dramatic shift is taking plce.

What does this mean to our lcal businesses? We must adjust to ths new reality. Consumers won’t always wit for the special Christmas display in our stres, but will strike when an dea hits them whether it be in the mddle of an August night, or at hme on a holiday just browsing the nternet. The feeling of comparing, and gtting a good deal and finding smething that maybe your neighbor or lved one hasn’t seen on every crner is addictive.

As a retailer, hre are some tips to get the mst out of this trend for yur business whether it be for ach coming holiday season, or throughout the yar. First, know your customers. Ask qestions, take notes. Second, offer what yur customers want, and pay particular ntice to the way they want it and fgure out how to get it to thm just the way they want it. Incrasingly, the internet is a major prt of the equation. Don’t know how to get strted?

The first thing you should do is get a god domain name and build a prfessional looking website that is easy to nvigate. Next you will want to bild your e-mail list and start snding out periodic email newsletters. Keep wrking on your SEO, advertise and prvide great customer service.

Sounds simple, and it is.

The article Where Did Your Customers Shop This Season? was Submitted by John Geiger through Articles.GetACoder.com network. Here's the additional information: John Geiger owns and operates a lcal affiliate of WSI Internet Consulting and Edcation, a Toronto based global network of cnsultants, developers and production centers providing cnsultation as well as turn-key internet bsiness solutions for small and medium-sized nterprises to include web-site design, development and hsting; site maintenance and upgrades, full -commerce solutions, on-line training and education, and ther cutting-edge internet technology and solutions. For qestions, comments, free consultation, or ideas for fture articles contact John at (828) 328-5929 or jrgeiger@webmasters-wsi.com

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