Sonya Sorich
Staff Writer and Social Engagement Manager- Sacramento Business Journal
Income level is related to your chances of shopping online during the holidays, according to the results of a recent Gallup poll.
“The internet looks to be the most common place to find wealthier shoppers this holiday season, with more saying they will shop online than in department stores, discount stores and specialty stores,” Gallup explains in poll results released Friday.
Compared to lower- and middle-income shoppers, Americans with annual household incomes of $75,000 or greater are most likely to predict they’ll do at least some holiday shopping online, the poll suggests.
Education level also contributes to someone’s likelihood of shopping online, according to the poll. Americans with higher education levels are more likely to expect to shop online during the holidays.
The news is valuable for businesses “interested in targeting consumers with the greatest amount of discretionary income,” according to Gallup.
Online shopping isn’t a dominant method among a specific age group or gender, the poll suggests.
The news comes as Internet retailers aim to continue the success of this year’s Cyber Monday, which was “the heaviest online spending day in history,” according to comScore, an Internet analytics company.
Sonya Sorich is social engagement manager and a staff writer at the Sacramento Business Journal. She oversees social media activity and writes about retailing and small business.
