A growing number of consumers are moving toward online shopping, pollster Mallory Newall said Friday.

"There is certainly a trend toward online shopping," Newall, research director at Ipsos Public Affairs, told Hill.TV's Krystal Ball on "What America's Thinking."

"When you ask people what the benefits or the perks that they're most excited about for their holiday shopping [are] this season, the number one thing is free delivery," she continued. "What that tells me is that people are focused on online."

Newall was referring to a recent Reuters survey, which found that 61 percent of shoppers polled said free delivery was the most appealing incentive when shopping for the holidays.

Her comments come as American consumers wrap up the last of their holiday shopping.

Other polling suggests a larger trend toward online retail.

A new American Barometer survey, conducted by Hill.TV and the HarrisX polling company, found that 58 percent of Americans prefer online shopping to making in-store purchases.

— Julia Manchester