Amazon Continues to Dominate Holiday Shopping

December 20, 2016, Written By Lynn Oldshue

This year was the second in a row that online Black Friday sales surpassed in-store sales. Consumers have continued that online trend with Amazon coming in as the most used platform for holiday purchases. According to a study from Prosper Insights & Analytics, 26.2% of Americans have used Amazon.com to purchase “most” of their holiday gifts this year, up 10% from last year.

Walmart came in at a not-so-close second, with 14.5% of participants saying this was their store of choice for gifts. That was followed by Target, Kohl’s, Macy’s and Best Buy, which all had less than 10%. Amazon dominated Christmas shopping for the last three years, increasing 15.2% overall. Walmart has declined by 13.9% since 2013.

Amazon has topped Walmart across almost all demographics in this three-year span, but Walmart has managed to keep a lead for households earning less than $35,000 annually. However, Amazon is quickly catching up to the retail store giant in this sector. Walmart only has a 1% lead over Amazon in this demographic for both 2015 and 2016.

The Prosper study also doesn’t take into account the number of orders placed through Walmart.com vs. in store. Since Walmart is one of the many retailers that began releasing its Black Friday sales on its website last year—not just in its stores—many consumers have started to take advantage of ordering their favorite products online instead of their local brick-and-mortar store. Combine this with the increasing growth of Amazon shopping, and it is clear to see that Americans are increasingly looking to the Internet for their holiday purchases.



The information contained within this article was accurate as of December 20, 2016. For up-to-date
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