Deck The Malls: Stores are back

Peak holiday shopping season is here. And as people look for the perfect gift for friends and family, six-in-10 don't know where to start and seven-in-10 are worried they'll make the wrong choice and regret it. 

That's according to Accenture's Annual Holiday Shopping Survey, of 1,500 U.S. shoppers, which also found almost three-quarters (73%) of consumers would welcome inspiration.

Inspiration needed

Inspiration comes from being able to browse for ideas and can quickly turn into a purchasing decision. In fact, research from Gies Business College, found that retailers focusing on inspirational content can improve overall sales by as much as 31%. 

This is where retailers with physical stores could stand to gain this holiday season. Accenture's survey found that almost half of holiday shoppers — rising to 53% of Gen X consumers — prefer to visit stores so they can see and assess products first hand.

Desire to connect in-person

This comes as Accenture's Life Trends 2025 research highlights people's desire to balance technology with sensory-rich, in-person interactions. The research found that more than four-in-10 (42%) of respondents said their most enjoyable experience in the previous week was a physical one, while only 15% said it was a digital one.

The research also found consumers are engaging in more in-person activities in the last 12 months. When it comes to shopping, more than four in 10 (42%) value face-to-face interactions with retailers, rising to 56% when it comes to buying groceries. This holiday survey backs this up, with four in 10 consumers saying they appreciate personal customer support.

There’s a bigger picture here too. Retailers can have the best merchandise, the best store layout, the best holiday ad campaign, the best pricing and promotions. But everything comes down to that connection between the store employee and the customer. One way retailers might think about fostering that connection, is to empower their store associates to act as “inspiration champions,” displaying their expertise to inspire and advise shoppers.

The role of the store

As pillars of a retailer's brand identity, there is an enduring value and & "halo" effect that comes with having a store. On one hand, they offer an unparalleled way to legitimize the brand and build trust with local communities, on the other, they offer sources of inspiration and convenience for customers.

Innovative retailers recognize this. They are applying creativity to store layouts, maximizing sales for each square foot of their allocated selling space. One way they are driving footfall to stores is by providing additional services such as a dedicated area for gift wrapping or personalization services.

In a season that’s particularly tied to nostalgia and tradition, offering shoppers the experience of seeing Santa, of listening to holiday songs as they walk the aisles, or the chance to receive inspiration and advice from a friendly and knowledgeable store associate shouldn't be overlooked.

A time to shine for department stores

Then there's the role of department stores. It is fair to say they have faced challenges in recent years. However, during the holiday season, they can really come into their own. Successful department stores understand the unique role they can play in curating a balanced mix of established brands, emerging labels and in-house lines, particularly during the holiday season. It’s why they’re increasingly offering startup brands the opportunity to sell via pop-up stores-in-store.

They also understand the need to create a compelling reason for customers to visit, whether that’s the tactile experience of being able to touch and feel the product, feeling a sense of exclusivity and personalization with "VIP-style" experiences or being able to tap the expertise of store associates.

Just look at Saks Fifth Avenue. This holiday season, the luxury retailer is offering customers one-of-a-kind holiday experience packages. These range from the chance to be part of the audience for an episode of “Saturday Night Live,” to a private shopping appointment with tickets to a Broadway musical.

Driving connection

To ensure the future for stores—and shoppers—is a bright one, retailers need to take what’s best about the traditional store and integrate innovative technologies and community connections. You can see this in everything from Whole Foods rolling out more small-format stores, to the way Wayfair’s new Chicago store integrates QR codes for seamless shopping.

Regardless of the reason consumers choose how and where they spend this holiday season, retailers can play an active role in creating a deeper connection with customers, while developing strategies to drive new revenue opportunities.