Online shopping trends for 2010

“Access to this information at your feet, especially when you’re out and about or on your couch not next to your computer, will change the way people shop,” Dias said.

This and several other trends have emerged this year that will allow the savvy consumer to save money.

Focus on shipping

When Wal-Mart was the first to announce a quarter of its merchandise available with free shipping, Dias said, many retailers felt the need to match. Now almost every major retailer is offering free shipping, sometimes with a minimum purchase. Also, gone are the days of waiting six to eight weeks for orders.

“We’ve also seen people speed up their delivery times,” Dias said. “It’s got to be there in a few days.”

Consumers have caught on, and many won’t even shop a website without this bonus.

"I pretty much don't pay for shipping," said Bill Mahoney, of Brookhaven. "That's one of my requirements."

Black...season

Sales began much earlier and will continue longer this year, possibly in an attempt to make up for a lackluster year overall. Zales, for example, began its Black Friday sale in October.

“Black Friday has gone from being one day on the calendar to almost an adjective for a heck of a deal,” Dias said. “It speaks to customers not just waiting for one magic day; they’re willing to shop earlier and earlier.”

Retailers including Target and Wal-Mart offered sales for an entire Cyber Week this year instead of the traditional Monday-only deals, and the discounts will continue well through the holiday season.

Urgency

Calvin Klein, Gap and Levi’s are just a few of the stores offering one- or two-day sales — advertising products for a limited time (or a limited amount of product) so that consumers will have to make a quick decision. The strategy is traditionally employed by large department stores, but you’ll see it ramped up this year with even shorter sales and smaller retailers involved. Urgency combined with price knowledge could land consumers huge savings.

In-the-know offerings

You’ll see even more semiprivate sales to subsets of customers this season. This includes stores like Toys R Us unveiling its Black Friday ad early to its Facebook followers or Target offering a Cyber Monday email sign-up.

Lindsay Watson, who works for The Gap, said she signed up for her company’s email list because she’s seen people come into the store and walk out with major savings.

“I get a lot of coupons for maybe 40 percent off, which is even better than my employee discount,” said Watson, of Dunwoody. “I buy my dad jeans with those sale coupons.”

These deals are available to anyone, with companies hoping sign-ups will create perceived exclusivity. But many shoppers simply appreciate the discounts.

“I feel like I’m saving some bucks but not necessarily scooping other folks,” Mahoney said.

Mobile apps

Dias isn’t alone in her smartphone victory. About one-fourth of American adults with a smartphone will use it to research or make holiday purchases, and that number jumps to 45 percent among young adults 18-24, according to the National Retail Federation. Applications like Redlaser, Shopanion and Amazon will be integral this season as consumers hunt for the best prices on gifts.

“Now it feels like you’re shopping with hundreds of thousands of people you don’t know who will also give you a hand,” Dias said.