Remember the Buzz Lightyear action figure that marked the holiday season in 1995?  Well, consider 2008 the year of the laser-focused purchase.  According to a recent marketing study, the web has finally surpassed bricks and mortar stores as the source of choice for discerning multi-channel shoppers to buy their holiday gifts (other channels included in-store, catalogue, TV and ‘other’.)

Not surprisingly, given the current economic climate, the study reports that many shoppers plan to reduce the number of holiday gifts they will purchase this year.  72% of shoppers in the study are going to research their newly-abridged shopping list online before pulling out a credit card.  Consumers appear to be increasingly happy to turn to the web, in order to make informed purchasing decisions.  While it may take some of the “jingle” out of the holiday shopping experience, it certainly is a sign of the times.

Yes, economic times are hard.  This is how you use eMarketing to show that the glass is still “half full”!