Survey: Plenty of holiday shoppers still plan to shop in stores

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Survey: Plenty of holiday shoppers still plan to shop in stores

By Marianne Wilson - 09/29/2020

Not all shopping will be done online this season. 

Only 18% plan of consumers plan to do all of their shopping online, according to 5W Public Relations’ 2020 Holiday Shopping Survey, which surveyed consumer intentions about the upcoming holiday shopping season. The majority — 61% — of people surveyed said they still plan to buy gifts both online and in store. 

Also, 54% said they rely on store visits to find gift inspiration, meaning that shopping in person is still going to be very much a part of this holiday season, 5W said.

The survey also revealed that 53% of Americans still plan to spend the same amount of money on gifts as they did in 2019. Twenty-nine percent said they would be spending less than last year, and 18% plan to spend more.

Other survey findings are below.

•    Twenty-three percent of survey respondents said they wait until Black Friday sales to start shopping for holiday gifts and 20% wait until Cyber Monday sales. Twenty-percent of respondents are already finished before Thanksgiving.

•    Clothing and fashion is the top category (47%) for gifts consumers planned to purchase this year, followed by beauty and personal care (38%) and electronics and technology (34%).