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  • Clint Engel

‘Webrooming' on rise, Accenture shopping survey says

NEW YORK — We've all heard of the rise of showrooming, but a new holiday shopping survey by Accenture says "webrooming" will actually be more popular this holiday season.

Showrooming is the consumer practice of shopping competitors for comparisons online while in a retailer's store. Webrooming is sort of the opposite - shopping online first and then taking a trip to the store to see the item first hand and seal the deal.

According to the new Accenture Holiday Shopping Survey, more shoppers are likely to participate in showrooming this holiday season vs. last year (63% vs. 56% a year ago,) but even more - 65% - say they plan of partake in webrooming.

"Survey respondents said that avoiding shipping costs (47%) and being able to touch and feel a product before purchase (46%) were their primary motivations for webrooming," according to a release.

Accenture, a global management consulting, technology service and outsourcing firm, surveyed 500 U.S. consumers in September for the report. Among other things, the survey indicated consumers intend to spend an average of $646 on gifts during the season, up about 11% from last year.

Furniture, however, was not at the top of their shopping lists. Home furnishings, including appliances, was the seventh most popular category, with 19% of respondents noting it on their shopping lists.

To read the full survey and the press release, click here.

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