DENVER, Nov. 18, 2014 /PRNewswire/ -- An ongoing shopper behavior study conducted by The Integer Group(®) and M/A/R/C Research shows an estimated 28 percent of shoppers plan to do most of their shopping at mass retailers versus 26 percent who will opt to shop eRetailers this holiday season.

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Holiday shoppers plan to cash in on a range of offers and value-add services this holiday season. Free shipping continues to be the most popular offer for holiday shoppers, with 58 percent of shoppers reporting they expect to take advantage of it this holiday season.

Retailers may be starting their holiday marketing efforts earlier each year--even as early as September--but shoppers are not getting in the spirit earlier. The majority of shoppers (51 percent) expect to do most of their shopping during December, and many shoppers (29 percent) are doing most of their planning during this time as well.

Although experience is not often the top consideration for where to shop for the holidays, it can play a critical role for many shoppers with 37 percent saying that having an enjoyable shopping experience is important to them as shoppers in general. Retailers that can offer ease, value, and a bit of enjoyment and a festive holiday experience are likely to win with shoppers.

Additional findings from the Holiday issue of The Checkout include:


    --  33 percent of millennial shoppers do most of their holiday shopping
        during Thanksgiving weekend.
    --  Married couples and individuals living with a partner expect to spend
        $713-$744, on average, which is more than any other demographic.
    --  40 percent of shoppers will take advantage of Black Friday deals.
    --  35 percent of shoppers will take advantage of last-minute deals.

For more information on holiday shopping behaviors, download the full study.

About The Integer Group
 The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling(®) and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.

About Omnicom
 Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries.

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SOURCE The Integer Group