The holiday shopping season is in full swing. And if you're in the business of selling electronics, you probably already know just how important this season is: According to the Consumer Electronics Association, $22 billion in electronic purchases is up for grabs. So how can you stand out from your competitors? It would help to understand your consumers. This Advertising Age article takes a look at results from a new survey by Omnicom's Integer Group. It provides some valuable clues to help you woo holiday shoppers:

• About one-third of shoppers surveyed bought electronics based on an offer or promotion. The most popular? Rebates and sale prices.
• Shoppers went online an average of more than three times to do research before buying.
• When shoppers do get to the store, they prefer the online merchandising and in-store marketing match.
• Men and women have opposite shopping styles; women tend to look at specific brands before looking at products, while men decide what product they want before reviewing the brand choices.

If you're trying to attract more women, Kim Menier, senior VP-director of account planning for Integer says to try positioning your store as "a place where people can find everyday values."