90% of holiday shoppers consider free shipping the best incentive

76% of holiday shoppers said they plan to shop for holiday gifts online, and a similar number, 75%, said they are likely to purchase gifts online from small businesses, according to Yahoo! Small Business and Harris Interactive. Survey respondents expressed strong support for e-commerce with small businesses that offer a secure payment system, easy customer checkout and free shipping. 30% said that they would do half or more of their holiday shopping online, and 63% said online specialty, ‘niche,’ or boutique retailers are one of the “best places” to shop for unusual or hard-to-find gifts. As far as incentives, 90% of holiday shoppers named free shipping as the primary incentive, while 69% mentioned online discounts.