Holiday Shopping Season Already in Full Swing

Rubicon Project “Consumer Pulse” Survey Finds One-Third of Consumers
Have Already Started Their Holiday Shopping

LOS ANGELES–(BUSINESS WIRE)–While we’re still in the tail end of summer, consumers have signaled
that holiday shopping is already well underway, according to the new
Consumer Pulse survey from Rubicon
(NYSE: RUBI), a global technology company powering the only
independent advertising solution to automate the entire digital
advertising ecosystem. The annual survey examined the holiday shopping
habits among consumers ages 18 and above in the United States, United
Kingdom, and Canada, and includes data on online and mobile shopping
trends and how consumers are spending their money this season.

“This year, we are seeing a clear shift in when, where, and how
consumers are spending their holiday money,” commented Dallas Lawrence,
Senior Vice President for Rubicon Project. “Consumers have taken control
of the holiday shopping season, starting earlier, and signaling a clear
desire to shop online and on mobile devices. For the first time, US
consumers are telling us that an online-only outlet, Amazon, will be
their number one shopping destination in the US and eBay will be one of
the top three shopping destinations in the UK. Brands looking to win big
this holiday season should take note and align their engagement
campaigns to the new reality of the in-control and on-demand consumer
who is just as comfortable buying online or on their mobile devices as
they are in store.”

A Grinch-less Holiday Season

The holiday shopping season has officially begun, with nearly one-third
of all shoppers already in the throes of their shopping. An even larger
number of parents, 42 percent, have begun their shopping.

“This year consumer confidence appears on the rise as a significant
majority of shoppers plan to spend the same or more on holiday purchases
with most budgets exceeding $1,000,” added Lawrence.

78 percent of those surveyed across the three regions plan to spend the
same or more money this year than they did last year – an average of
$1,011. U.S. parents are leading the generosity push this year with 48
percent willing to open their wallets a bit wider this year than last.

Online for the Holidays

According to the survey, nearly three in four holiday shoppers across
the three regions will make purchases online. Specifically in the U.S.
more than one-third of shoppers anticipate conducting the majority of
their shopping online, with 96% of U.S. parents planning to shop online
in some capacity this holiday season. Those consumers in the U.S. who
plan to do the majority of their holiday shopping online plan to spend
20 percent more than consumers who plan to do the majority of their
shopping in-store.

Perhaps the most notable trend this season is that according to U.S.
consumers, is their top shopping destination followed by
traditional go-to stores, Walmart and Target. The move online this year
is not in the U.S. alone as eBay will be a top three shopping
destination in the U.K.

Mobile is certainly not being forgotten this holiday season, with
general mobile consumer use around the world increasing at a fevered
pace. This year 25 percent of holiday shoppers in the U.S. will turn to
their smartphones to make holiday purchases.

“Whether consumers are shopping from their tablet or clicking through an
ad on their smartphone, more consumers than ever are researching, price
comparing, and shopping on-the-go, with nearly one in four holiday
shoppers in the U.S. planning to shop on their smartphones this year,”
said Joe Prusz, Head of Mobile for Rubicon Project. “For brands that
embrace the consumer shift to mobile, it will surely be a very merry
mobile year.”

Tech Under the Tree

While 63 percent of all consumers surveyed prefer to purchase lots of
smaller gifts rather than one large item, nearly half of those surveyed
(49 percent) still plan to purchase at least one “big ticket” item this
year, with technology purchases ranking high on the big ticket wish list.

According to the survey, slightly more than 50 percent of consumers in
the U.S., U.K. and Canada are planning to purchase tech or mobile
devices this holiday season. In total, shoppers plan to spend more than
$300 on tech-related items this holiday.

For further information on this study or insight into additional data
please visit

About Rubicon Project

Rubicon Project (NYSE: RUBI) has engineered the Advertising Automation
Cloud, one of the largest real-time cloud and Big Data computing
systems. The Company’s mission is to automate the buying and selling of
advertising by offering innovative products to connect buyers and
sellers globally.
@RubiconProject. #Automation #Excellence #CultureMatters

Survey Methodology

Rubicon Project engaged global polling firm Penn Schoen Berland to
conduct 2009 interviews among holiday shoppers in the US (MOE ±3.09%),
UK (MOE ±4.37%) and Canada (MOE ±4.37%) between August 26 and August 28,


Rubicon Project
Eric Bonach