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Heading to the mall for some holiday shopping? Not necessarily, say participants in a recent retail survey. This year, more people than ever will likely shop on the Web.

Findings from Deloitte’s 2013 Holiday Survey reveal that the Internet will likely be the top holiday shopping destination this season, with 47 percent of roughly 5,000 consumers surveyed saying they plan to purchase items online, followed by 44 percent at discount/value stores.

“This marks the first time in the 15 years online shopping destinations have been represented in the holiday survey that the Internet is No. 1,” says Alison Paul, vice chairman with Deloitte LLP and Retail & Distribution sector leader.

Deloitte’s Retail & Distribution practice anticipates total holiday sales of over $963 billion¹ during the November through January selling season, representing a 4 to 4.5 percent increase over last season. Non-store sales—online, catalogs, and interactive TV—are expected to increase 12.5 to 13 percent during that same period. “We anticipate non-store sales growth will continue to outpace overall retail sales growth for some time,” she says.

However, that does not mean traditional in-store shopping is becoming obsolete. “The store is still a core channel for holiday shopping, with leading retailers effectively bringing together pricing, promotions, merchandise, and inventory management across their physical and digital storefronts,” Paul says.

Survey findings suggest that omnichannel consumers—those who shop a combination of store, Internet, and mobile channels—will spend a total of $1,643 on holiday purchases, 76 percent more than those who shop in-store only.

Moreover, research suggests that mobile-influenced retail store sales will account for 8 percent, or $66 billion², in retail store sales this holiday season, driven by consumers’ store-related smartphone activity such as researching products and comparing prices.

“Retailers are learning how to engage shoppers through mobile devices inside and outside the store, which is having a profound impact on customer interaction and store traffic,” says Paul. “Consumers using their smartphones are more likely to make a purchase compared with other shoppers in the store³, indicating that these activities are contributing to sales and keeping a shopper from turning to a competitor.”

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