Retailers, especially those on Main Street in Hometown USA ask us about how to improve holiday sales. but often they ask us for ideas much too late. Increasingly consumers are researching their purchases beforehand - even for purchases under $50 (66%) according to the National Retail Federation's 2017 Holiday Planning Playbook. And the research is occurring earlier each year. While Natural Insight reports that 87% of surveyed consumers indicate that they intend to shop in stores this holiday season, you must be careful in interpreting the data; shopping and buying is a distinction made by most consumers. What factors should you consider? Check out these 2 studies that will give you plenty of insight if the data is interpreted correctly.