The Changing Holiday Shopper


The one-time shopper is the bane of the eCommerce merchant’s existence. They come, they shop, they even convert — only to disappear into the digital ether, never to be heard from again.

That troublesome here-and-gone customer is a particularly problematic resident of the holiday shopping season. Customers, drawn by discounts, deals and interesting seasonal merchandise come and shop, but don’t quite manage to incorporate new retailers into their regular flow of commerce. As holiday shopping is increasingly heading online, that loss is more acutely felt across the retail spectrum.

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