ICSC: Search for discounts, exclusives will encourage holiday in-store shopping
In-store shopping is expected to play a major role in consumers’ shopping plans this holiday season.
The overwhelming majority (92%) of those surveyed in commercial real estate membership group ICSC’s 2025 Holiday Intentions Survey said they plan to spend time in a physical store looking for gifts this year, led by younger generations. More than half (52%) of consumers said they plan to take advantage of buy-online, pick-up-in-store options.
Discount department stores (63%) and traditional department stores (29%) remain the most popular types of retailers consumers plan to visit, although 80% of consumers are open to visiting new stores or trying new brands.
Even in the face of economic pressures, retail sales are expected to grow 3.5% to 4.0% this holiday season, according to ICSC, bringing the total expected spend to in excess of $1.7 trillion. 243 million consumers (91%) plan to shop this year, increasing from last year.
[READ MORE: Adobe: U.S. online holiday sales to hit new record of $253B]
“Despite economic concerns, our survey shows that consumers are committed to their holiday traditions and plan to shop,” said ICSC president and CEO Tom McGee. “Our forecast reflects that resilience, but our data also signals a selective shopper, putting pressure on retailers to connect with shoppers in new ways and offer memorable shopping experiences that entice them to spend.”
Nearly two-thirds (64%) of respondents plan to spend more time looking for deals this year, and 67% believe the search for discounts or exclusive offers will encourage them to take more trips to stores. Almost three-quarters (71%) plan to be more selective when making holiday-related purchases due to perceived price increases from tariffs, while 63% would avoid buying from retailers that raise prices significantly.
ICSC found that gift cards continue to be the most popular item this holiday season, with 64% of respondents planning to buy them, up six percentage points since 2024. Sixty-three percent of holiday shoppers agree that giving gift cards enables them to stick to a budget and avoid higher prices on individual items. Apparel (55%), toys and games (54%), and food and beverages (43%) rounded out the top categories.
“It’s clear from our research that economic factors aren’t just shaping consumer sentiment – they’re directly impacting where and how consumers shop,” said McGee. “Convenience, competitive pricing, and attentive service are table stakes in this environment. Retailers that truly listen to consumer signals have ample opportunity to capture consumer dollars this season.”
The 2025 ICSC Holiday Intentions Survey was conducted online from Sept. 24-26, 2025. The survey represents a demographically representative sample of 1,011 respondents.
