So, what jumped out at me?
Well, it wasn’t so much that 59% of those surveyed start their gift search at a search engine–with 28% heading straight to a marketplace such as eBay or Amazon–but what did intrigue me were the starts on just how inconsequential brand recognition is.
A surprising 67% said they would purchase an identical product from an unknown website if the retailer offered a better value. Better value? What do they mean by that?
Well, it appears low pricing and free shipping trump all:
Also of significance? Of the 92% of consumers that say they read product reviews, only 3% say they weren’t swayed by such reviews. That means a staggering 83% of ALL consumers are influenced by online reviews.
So, want to improve your sales this holiday season? If you’re a retailer, make sure you have product reviews, low pricing, and free shipping. If you’re a trying to improve the sales of your products on a merchant’s web site, you’d better make sure you’re receiving positive reviews! 
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