According to a recent survey of 923 online buyers conducted by BizRate Research for Shopzilla, consumers are flexing their wallets by aggressively searching online when looking for merchandise and deals, instead of shopping at tried and tested retail channels.

Most consumers (59%) are starting their shopping at aggregator sites (search engines, comparison shopping sites, shopping portals and auction sites) versus going directly to a merchant's site, and 87% of online shoppers are now comparing offerings of online retailers against catalog merchants and retail stores to find the best deals and items that are in-stock, with 71% of online shoppers reporting that they were able to find better sales and discount offers online than offline via a retail or catalog merchant.

Books and clothing tend to be the two most popular categories online shoppers deal-hunt the most. Other common ways to search for deals include signing-up for sale newsletters (36%) and just waiting for sales (22%). For 74% of consumers, the biggest deal leading to a purchase is receiving a free shipping deal, or a special offer.

http://www.shopzilla.com