What sort of features attract online shoppers during the holiday season? There are a great many, but for this discussion we’re going to look at wish lists, saved carts and a variety of delivery methods. All of these options often beat out their near-equivalents of registries (though most people don’t register for the holidays!), layaway and order by mail or catalog. First we’re going to look at the benefits of each and then how those benefits outweigh their similar components, listed herein.

Wish lists allow individuals to shop online and select the items they want to receive so that shoppers can quickly enter a wish list and select those items they’d like to purchase. Wish lists allow shoppers to be certain that the recipient will like the gift, while allowing still for an element of surprise. Wish lists work similarly to a registry, however, most people use registries for bridal and baby showers, as well as wedding gifts; perhaps registries are even used for housewarming gifts. Walking into, for example, Bloomingdales and asking to see someone’s holiday registry is rare, if not completely unheard of (unless that person is having a wedding or baby near the holidays).

The ability to save carts allow shoppers to shop online, and purchase their selections later. This is useful if perhaps someone doesn’t yet have the funds available to purchase a particular product, or if they’re waiting until they reach the minimum limit in order to receive free shipping. Or perhaps, they know they will purchase additional products from that website and don’t wish to initiate multiple yet similar transactions. Saved carts can also be edited, in case shoppers change their minds. Layaway, however, requires at least a deposit, which is sometimes non-refundable.

What are the benefits of multiple delivery options? For one, for those shoppers who like to do their shopping last minute, delivery can often be arranged for Next-Day or 2-Day air, though that option can often be expensive. However, some people require Saturday deliveries, while some delivery companies do not distribute or deliver on Saturdays, so a variety of shipping options is often an appreciated benefit of online shopping. Furthermore, for those shoppers sending gifts to distant relatives and friends, additional shipping options can even include gift wrapping and cards with personalized messages. Delivery can be arranged by a specific date to ensure that the present reaches the recipient on time.  Understanding the reasons shoppers look to the internet is crucial to implementing successful internet marketing strategies.