It is expected that American consumers will increasingly be taking to the internet over the next few months to purchase items and gifts for the holiday season. For this reason, it is becoming vital for retailers to increase their online efforts to meet the needs of online shoppers and bring in more revenue for their operations.

According to a recent survey by the National Retail Federation (NRF), 51.8 percent of shoppers stated they plan to go online to buy items and services from retailers for the holiday season. Last year, only 46.7 percent of consumers said they were using the internet to purchase products from retailers. Of those that are going online, the respondents said they would complete 38.8 percent of their holiday shopping through ecommerce sites this year. Separate research from the NRF estimates that online holiday sales will bring in around $96 billion this year, representing a 12 percent increase from last year.

To increase their online sales during the holiday season, retailers can focus on increasing digital engagement with shoppers, writes Kyle Priest in an article for Independent Retailer. As smartphones and tablets are now being used at purchasing tools, businesses should turn their attention to making their online storefronts more interactive for consumers. This can ultimately lead to increased sales and higher customer satisfaction, states Priest.