Survey: Shoppers get into holiday spirit, find better deals by shopping in stores
Despite the prominence of online shopping, in-store shopping is still a “holiday ritual” for a large majority of shoppers.
Nearly three-quarters (74%) of consumers describe in-store shopping as the best way to get into the holiday spirit, according to a new survey from marketing experience company Quad. A similar number (75%) of consumers say that it helps them feel connected to family and friends, while 76% describe in-store shopping as a “holiday ritual.”
Two-thirds (66%) of those surveyed say that some of their favorite gifts have come from unexpected in-store discoveries, a figure that rises to 71% among Gen Z. Sixty-three percent of those surveyed said they are more likely to find unique or one-of-a-kind gifts in stores than online.
A large majority (72%) of consumers say they feel more certain about buying high-quality items when shopping in-store, and 70% say they are more comfortable spending on higher-priced items in-store, compared to only 30% online. Sixty-nine percent of those surveyed said they trust that a deal is "real" when they see it in-store rather than online.
"Consumers are rekindling their love and joy of discovery," said Josh Golden, chief marketing officer at Quad. "They're craving experiences that go beyond their digital screens so they can see, touch, and feel the products they're considering for their family and friends – whether that's browsing in-store or paging through a catalog at home. For brands and retailers, it's a cue to balance digital with physical and to design moments that engage all the senses and build lasting trust with the consumer."
Black Friday
Quad’s survey also touched on consumers’ attitudes towards Black Friday sales. While 75% of respondents say finding the lowest possible prices is their top priority this year, they are less confident that one-day events will offer them the best deals. Seventy-five percent of Americans say these events feel transactional rather than joyful, and 74% dismiss them as more hype than genuine savings.
Of those surveyed, 72% say they often find better deals outside of “shopping holidays,” and 84% prefer when retailers spread meaningful deals across November and December, instead of concentrating them on just two days.
[READ MORE: Black Friday – Cyber Monday spending to grow to almost $80 billion]
"Black Friday isn't dead — it's just become irrelevant," said Libby Rodney, chief strategy officer at The Harris Poll. "Today's consumers have evolved past the hype machine. They're not hunting for doorbusters, they're demanding actual value and joy when they need it most."
Quad’s holiday report is based on a custom survey that was conducted online within the United States by The Harris Poll between Sept. 18 - 20, among 2,105 American adults ages 18 and over. The full survey can be found here.
