ICSC: Majority of shoppers visited physical retail for 2025 holiday shopping
Nearly half of 2025 holiday shoppers spent more than they did last year – and in-store visits remained central to their plans.
That’s according to ICSC’s 2025 Post-Holiday Consumer Survey, which found that 92% of U.S. adults (about 246 million people) spent an average of $1,081 on holiday related goods and services. Nearly half (47%) reported spending more than they did in 2024, compared to just one-third who expected to do so at the start of the holiday season.
More than nine-in-10 holiday shoppers reported making purchases in physical stores, and about three-quarters of consumers shopped both in-store and online. Another three-quarters of shoppers visited a mall or shopping center, and while most went to shop, many also stayed to dine or take part in entertainment and seasonal activities. Among all holiday shoppers, more than eight-in-10 (82%) spent money on dining, while 52% spent on entertainment and 64% spent on personal care services.
[READ MORE: Holiday sales up 4.1% based on data from CNBC/Retail Monitor]
“Consumers leaned into holiday traditions once again, making a statement this season: they are willing to spend on moments that matter to them,” said Tom McGee, President and CEO of ICSC. “This year showed that spending held up across both goods and services, even as households faced higher costs and economic uncertainty. Consumers continue to spend, but are doing so with greater care and selectivity.”
Nearly two-thirds (63%) of those surveyed said they were more selective in their purchases due to higher prices, and 68% took steps to manage costs, including buying fewer items, switching to less expensive brands or retailers and increasing their budget. Forty-three percent of shoppers stayed on budget, and another 13% spent less than they had planned.
Technology also influenced holiday shopping decisions this year, according to ICSC’s survey. Nearly half of shoppers (47%) said they used AI-powered tools to help compare prices, find gift ideas and make purchasing decisions. Usage was highest among younger consumers, including 67% of Gen Z and 59% of millennials, compared with 40% of Gen X and 26% of baby boomers.
“For the retail industry, this holiday season reinforced what’s working,” added McGee. “Consumers responded to convenience, promotions and experiences. They made the most of the holiday season by showing up in stores, using technology to make smarter choices, and continuing to value the experiences that come with shopping in-person.”
The ICSC 2025 Post-Holiday Consumer Survey was conducted online from Jan. 5–7, 2026. The survey represents a demographically representative sample of 1,013 U.S. adults.
