E-commerce continues to gain momentum among holiday shoppers, with 83% of consumers planning to make at least some of their purchases online this season, according to the latest Holiday Purchase Intentions report from Circana™, a leading consumer behavior analysis firm. However, a new trend is emerging, showing that fewer consumers are choosing to shop solely online, creating fresh opportunities for brick-and-mortar retailers.
The survey indicates that 74% of holiday shoppers intend to blend both online and in-store shopping, while 16% are set to shop exclusively in physical stores. Both of these figures have slightly increased from last year, signaling a shift toward a more balanced shopping experience.
“Consumers are prioritizing both convenience and value, prompting a dynamic interplay between online platforms and physical retail outlets this holiday season,” said Marshal Cohen, chief retail advisor at Circana. “Shoppers are making the most of every available channel to maximize their spending and enhance their shopping experience.”
The report also underscores the growing importance of online research and price comparisons. About one-third of holiday shoppers plan to purchase the majority of their gifts online, with an equal number stating they will compare prices online before venturing to a store.
While online shopping will lead the charge this holiday season, online-only retailers are the most popular destination for holiday shoppers, with 77% of consumers naming them as their preferred shopping platform. Additionally, 42% of shoppers intend to purchase more items online to ship directly to family and friends—an increase from last year.
Even events historically centered around in-store shopping, such as Black Friday, are seeing a significant shift toward online activity. Black Friday has consistently ranked as the top shopping day in November for both online and in-store sales over the past two years, as tracked by Circana’s Checkout receipt-based data.
“As the holiday shopping season peaks, retailers must adjust to the evolving consumer landscape and their increasing digital fluency,” Cohen stated. “Retailers offering a seamless experience across both online and physical spaces will be best positioned for success. Those who fail to adapt may risk losing out on the growth opportunities this season offers.”
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