By Sara Rogers
<[email protected]>

Frigid weather, long lines and crowded stores may appeal to some people. But, for others, such as sophomore Andrew Melvin, online shopping is preferable during the holiday season.

Melvin is one of a growing number of people who prefer shopping online. According to an October 2008 study done by Forrester Research, online shopping is expected to reach $44 billion by the end of December this year, a 12 percent increase from December 2007.

According to marketing teacher Rachel Cera the increase isn’t surprising, “I think more people feel comfortable using the Internet and buying things online,” she said. “The younger generation feels just as comfortable as the older generation buying things online as in the store. People also feel safer using their credit card numbers with new Internet security.”

Melvin is one such person who decided to opt for the online shopping experience this year. “It’s just more convenient that way,” Melvin said. “You can be sitting in a chair, watching TV and doing other things all while looking for what you want to buy. It’s the ultimate multi-task.”

With the current economic crunch, Cera said more people are turning towards Internet browsing this holiday season. “Shopping in general is decreasing this year. People are more price-conscious. Online retailers often offer incentives such as free shipping to their customers.  Deals are easier to find online. You can compare the price of a product from one store to another in a matter of minutes.”

Cera said she also sees the convenience aspect of browsing online. “In a matter of minutes you can browse multiple stores instead of having to drive from one store to the other,” she said. According to Cera, “Brick and mortar stores don’t carry as much variety as online.”

Melvin said he agrees. “I bought my baseball bat online. I couldn’t find it in any store, but I found it on a Web site and bought it,” he said. Melvin has also bought shoes and stocks over the Internet. “There’s more variety online and it doesn’t take as long to find what you want. You can type something in and automatically have 20 options.”

However, according to Cera there are also some downsides to online retail. “You can’t actually see the product online and it can be a hassle returning things.”

Melvin said, “When I was looking for my baseball bat I couldn’t hold it or swing it. If you’re buying shoes you can’t try them on and test them out online which is kind of a downside.”

Other consequences of shopping online can include unsafe Web sites, lack of information about the product and excess charges. Cera said, “If you buy a product off a site you don’t know, you could encounter hackers. Also, you can’t actually talk to a salesperson about the product. Plus, most Web sites make the consumer pay a shipping and handling fee.”

Melvin has encountered such problems. “I went to buy shoes online because I couldn’t find them anywhere else. When I finally found them I bought them right away. I had to pay a $13 shipping fee.”

Consumers can’t actually pay with cash over the Internet so a credit or debit card is often necessary to purchase a product, which could also pose a problem for those without either card.

Cera said online shopping does affect regular stores. “It definitely leads to some stores closing down,” she said. “Circuit City, for example, looks at stores that are not performing as well and closes them down. Ultimately, it does affect the stores.”

But as the weather gets colder and the lines at stores get longer, people like Melvin are happy to shop in the comfort of their home over the Internet. “No lines, no store hours and more variety,” he said. “To me, it just makes more sense to shop online.”

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PROS OF ONLINE SHOPPING

• Compare prices from different sellers on other Web sites within seconds
• No need to drive or venture out into the cold
• Wider variety of items from all around the nation and the world
• No need to wait in line at stores to check out items

CONS OF ONLINE SHOPPING

• No guarantee on returns or exchanges
• Identity theft from using PayPal (however, other sites are very secure)
• Some sites only accept credit cards for payment
• Payment for shipping, then waiting for the item to be shipped

CBS NEWS / SOURCE