Study: More shoppers planning to shop in-store only this holiday season
In-store shopping appears to be back in a big way this holiday season.
That's according to a new consumer survey from AI intelligence platform First Insight, which revealed a 53% increase in consumers who plan to shop only in-stores compared to last year. Intentions to shop only online have dropped 21%. Footwear stands out as the only product category with a positive trend in e-commerce shopping plans, showing a 19% increase in online purchase intentions.
Many consumers plan to take an omnichannel approach to gift shopping. Nearly half (48%) of shoppers surveyed plan to visit both physical and digital stores for holiday shopping.
This year, more shoppers are delaying their holiday purchases, with a 44% increase in those planning to start shopping right after Thanksgiving on Black Friday, Cyber Monday, and even in the weeks and days leading up to Christmas. First Insight says this suggests a shift in consumer behavior, as shoppers wait for better deals or align their purchases with more immediate needs.
Loyalty programs are also gaining traction, with a 64% rise in shoppers influenced by their benefits. This presents a valuable opportunity for retailers to leverage customer retention strategies and foster long-term loyalty well beyond the holiday season, noted FirstInsight.
“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.”
[READ MORE: Deloitte: Deal-focused shoppers to send Black Friday-Cyber Monday spending to new highs]
Other findings from the First Insight survey include the following:
- Shipping costs seem to be less of a deterrent this year, as 36% more consumers are willing to spend above $20 on delivery, indicating a growing willingness to pay a premium for faster shipping. This trend is particularly prevalent among Gen Z (nearly 25%) and male shoppers (23%).
- Social media's influence on holiday shopping may be waning. The survey found a 20% drop in consumers who are turning to platforms like Instagram and Pinterest for inspiration, although affluent shoppers remain active purchasers on social commerce channels. Nearly two-thirds of shoppers with incomes over $250,000 plan to make purchases directly on social media platforms, favoring Facebook (75%) and YouTube (69%) during their shopping journey.
- One-third of shoppers plan to reduce their holiday budgets, with gift cards (down 11%), big-box retailers like Walmart and Target (down 51%) and online marketplaces such as Amazon and eBay (down 66%) seeing declines in planned spending.
- Only 6% of respondents plan to use more coupons this year, a significant drop from 27% in 2022, which was a 78% decrease.
"Retailers who successfully adapt to these evolving preferences, offering seamless omnichannel experiences, value-driven loyalty programs, and meeting demands for convenience, will win this holiday season,” said Petro.
First Insights’ study was conducted online among a nationally representative sample of 1,560 consumers in the U.S. between Nov. 6-8, 2024.
