The holiday season is the best time for retailers to draw consumers with special deals and convenience. But it’s also an opportunity for brick-and-mortar retailers to create unique experiences for consumers and to present options not available online, like personal assistance, speaking with local shop owners or browsing in person for unique gifts.

While consumers are split between online (51%) and physical stores (44%) as their preferred option for buying holiday gifts, more than 9 in 10 consumers (92%) do plan to shop in a physical store for gifts this holiday season. The survey found consumers intend to shop in store this holiday season for specific reasons:

  • To take advantage of sales / coupons (55%)
  • Experience a product before buying it (50%)
  • Look for unique gifts (49%) and to find something specific (49%)

Retail Shopping This Holiday Season