Shopping online has become quite popular since the first web store opened in 1979. Online sales topped $30.8 billion during the Christmas holidays of 2010, up 13% from the same peroid in 2009. This spending took place in spite of the continuing economic challenges of high unemployment and depressed housing prices. Santa and his elves were very busy delivering all these gifts!
It's difficult, if not impossible, to say how many people bought items online for any peroid of time. However, the following statistics are available:
- 80% of individuals aged 32-44 buy products on the Internet.
- 72% of people aged 55-64 and 71% of 18-32 year olds also purchase items from the Internet.
- With all age groups combined, an overall 71% of all U.S. adults shop on line.
- 62% of consumers use web connected mobile devices to buy goods online.
- Of Internet users, 91% use email, 81% conduct research, 68% make travel arrangements, and 32% read blogs.
The benefits of online shopping far outweigh the disadvantages, and I will speak to both. Let's start with the obvious:
Convenience. Online stores don't close. You can shop at midnight in your PJs. No traveling, using gas or having to find a parking space. No crowds. No high pressure salespeople to contend with. Shop at your leisure, no need to rush. No standing in line or writing a check. Makes gifting to friends and relatives easy wherever they live.
Better prices. Web stores do not have the overhead that brick-and-mortar stores have. No rent, employee burdens, insurance, or light/heating bills and other costs. Here in Connecticut online stores are not required to collect sales tax on items shipped out of state.
Variety. If one website doesn't have what you are looking for, another usually will. You can visit web stores in other parts of the country or the other side of the world. You don't have to settle for something you don't really want due to lack of choices.
The possible downsides:
Identification. It's nice to know who you are doing business with. Read the company's policies. Can you reach them by email and telephone? If you are leery, call to see if a live person answers the phone before placing an order.
Security. Years ago credit card theft was a concern. Today, security devices are in place to minimize such thefts. PayPal is also available.
Privacy. Check to see if there is a policy in effect that will assure you that your personal information won't be given out.
Disappointments. You may find an item advertised, only to find out that it isn't in stock. Waiting on hold for a store rep to take your call and then getting disconnected is frustrating. You may even find out that the store policy on returns isn't what you thought it was. It all depends on whom you choose to do business with.
Shipping and handling. Attention needs to be given here to cost. Some companies will charge by the cost of the item, and others by the weight. If you're buying a pricey item and the company bases its shipping cost on your purchase cost, you may want to reconsider making your purchase. It doesn't make sense to pay more to ship a three-ounce item that costs $80 than to ship a one-pound item that costs $10!
Inability to "see" the merchandise. No, you can't touch, smell, taste or feel the item. You have only the picture, the description, and maybe some details of who made it to go by. I'm afraid this will have to do, unless you call up for some additional information. Again, it all has to do with whom you choose to do business with.
There you have it. Happy online shopping!
Jimmy Halloran is Co-Owner of ConnecticutHandiworks.com, an online retailer featuring handcrafted items made in Connecticut
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