Survey: Safety, understaffing are concerns for in-store holiday shoppers
Consumers plan to head to brick-and-mortar stores to buy gifts this holiday season, but many have concerns about physical retail.
A majority (78%) of shoppers say they fear for their safety and security while shopping in-person during the holidays this year, according to a new survey from retail mobile communications platform Theatro. Most agreed that more proactive measures are needed, with 60% saying they would like retailers to invest more in tools and technology to keep stores safe during the 2024 holidays.
Nearly half (47%) of holiday shoppers are frustrated by understaffed stores and said it negatively impacts their willingness to shop there, with 22% saying they’ll avoid a store at all costs if it’s not properly staffed.
More than seven-in-10 (72%) shoppers said they anticipate long lines and crowds being the most frustrating aspect of shopping at brick-and-mortar stores this holiday season, while 27% of shoppers said they’ll likely abandon their shopping cart while waiting in line if there’s not enough employees to keep the line moving.
The survey revealed that 26% of shoppers plan to shop more in-person this year this holiday season compared to previous years. More than half (54%) say they’ll rely on their typical mix of in-person and online shopping.
When asked what draws them to physical stores, 64% of shoppers said they want to see and touch the product, while 32% enjoy the festive atmosphere and 34% appreciate being able to easily return items. When it comes to buying online, 59% said they do so to compare prices and save money, while 51% want to access a greater selection and 31% flagged that learning about product info online is easier than asking an employee.
[READ MORE: NRF: Holiday spend to hit record $902 per person; gift cards most popular item]
“The holidays are a time for joy, but shoppers are delivering a clear message: safety and service are non-negotiable while shopping for gifts in 2024,” said Theatro CEO Chris Todd. “In a year defined by many stresses and pressures, retailers have a chance to stand out by providing memorable experiences that make every visit feel like a gift itself.”
Self-checkout or self-service devices that are difficult to use or malfunction ranked as shoppers' top annoyances while encountering retail store technology (36%). Thirty percent said they are annoyed when employees haven’t been properly trained in the store’s technology, while 24% are annoyed by store employees staring at a device.
Additional insights from the survey include the following:
- Loyalty rewards programs will also play a big role in driving store traffic, with 63% of shoppers saying they plan to prioritize retailers who offer rewards incentives above those who don’t this year.
- A quarter (25%) of respondents said inflation and tight budgets are making them be more selective about where they spend their hard-earned money this year, and will prioritize retailers that provide superior customer experiences.
- More than four-in-10 (43%) shoppers said they’ll flex on timing and shop earlier or later for the right incentive, while 34% already plan to wait for last-minute deals that help stretch their budget. Eighteen percent say they are holding off on shopping until they receive a holiday bonus or cash gifts.
Theatro used the third-party survey platform Pollfish to conduct an online survey of 500 U.S. consumers aged 18 and older in October 2024.
