Shoppers are returning to brick-and-mortar stores in significant numbers this holiday amid a notable cutback in post-election seasonal spending, according to a new consumer survey by First Insight, a provider of customer-driven AI intelligence. The research reveals a 53% increase in consumers who plan to shop only in-stores compared to last year, while intentions to shop only online dropped 21%.
“This year’s holiday season highlights a return to the essentials—competitive pricing and convenience,” said Greg Petro, CEO of First Insight. “Our insights reveal not only a strong preference for in-store shopping and the growing importance of loyalty programs but also suggests a willingness to invest in premium services like faster shipping. Retailers who adapt to these shifts by providing exceptional experiences and meaningful value will emerge as leaders during the critical year-end shopping season.”
While in-store shopping is expected to experience a major resurgence this holiday season, nearly half (48%) of shoppers plan to visit both physical and digital stores to check off their holiday lists. The study also looked at the growing import of loyalty programs on holiday shopping, the waning influence of social-media and the rising number of shoppers waiting and looking for last-minute deals, among other trends.
Click here for more from the First Insight study, which drew responses from a nationally representative sample of 1560 U.S. consumers between Nov. 6-8.
