Free Shipping Motivates Online Shoppers Most

While half of U.S. online consumers say they shop online to find the best value during the holiday shopping season, more than three-quarters of online consumers say free shipping makes them more likely to buy from any particular online merchant, Forrester Research Inc. says in the report “Outlook for U.S. Online Holiday Sales, 2008.”

The report, authored by Forrester Research principal retail analyst Sucharita Mulpuru with analysts Carrie Johnson and Peter Hult, also notes that shipping can be a detriment to online shopping. 58% of consumers say shipping prices often deter them from buying online, and 55% complain it’s a hassle to return items ordered online.

The study also provides a look into consumers’ expectations of shipping policies, and how well online retailers delivered during the holiday shopping season last year. It notes that 24% of survey respondents said they experienced late holiday deliveries last year, and that the largest group of respondents, or 67%, expect standard shipping to deliver within 3-5 days. 27% expect standard shipping to deliver within 6-7 days; 3% within two days. 1% of consumers expect standard shipping to deliver the day after placing an order, but another 1% expect delivery within 10 days.

So, with that said, it's not surprise that...

More top 100 online retailers offer free shipping

Free shipping offers were more common this week than last week among the top 100 online retailers, as nine more introduced the offers while four discontinued them, a survey by Internet Retailer finds. In all, 67 offered free shipping on the web sites this week, up from 62 last week.

The survey compiled the number of free shipping offers presented on the web sites of the top 100 online retailers as listed in the Internet Retailer Top 500 Guide, 2008 Edition. It did not include any free-shipping offers that may have appeared only outside of the web sites, such as in e-mail marketing campaigns.

Retailers joining the free-shipping bandwagon this week include J.C. Penney, Overstock.com, Buy.com, PC Connection, Cabela’s, Foot Locker, J.Crew and American Girl.

Those no longer showing free-shipping offers that appeared on their sites last week were Spiegel Brands, American Eagle Outfitters and TogShop.com and Orchard Brands Corp.’s Blair.com.

Some free-shipping promotions this week were noticeably more elaborate than the crop offered last week. Newegg.com, for instance, noted that it was offering free-shipping on a more extensive range of products. Best Buy extended its free-shipping offer to cover orders of $75 and more for electronic games and accessories, then also offered free shipping on all orders of $99 or more Nov. 20-22. OfficeMax noted this week that it was offering free shipping on orders of $50 or more to addresses within 20 miles of an OfficeMax store.

Buy.com went from offering no free shipping last week to offering it on orders of $75 or more for sports and games products and on orders of $25 or more on books, music and video products.

Many retailers clarified that their free-shipping offers were only good for orders shipped to addresses within the 48 contiguous states, and several retailers put a time limit on their offers. J.C. Penney launched a free-shipping offer this week on all orders of $49 or more through Nov. 25. Saks Fifth Avenue extended its free-shipping offer on orders of $200 more through Nov. 23. Disney extended its offer on orders of $89 or more through Nov. 21. J. Crew introduced a free-shipping offer this week on orders of $150 or more through Nov. 20.

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