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RetailMeNot: Most shoppers will be in stores in December

Retail stores are still very much a destination for holiday shoppers.

Eighty-seven percent of consumers plan to visit a physical store in the month of December, and on average, they plan to do so seven times, according to a survey from RetailMeNot. The report also showed 63% are likely to make a purchase at a special in-store event, such as pop-up shops, new brand collaborations or celebrity guest appearances.

Seventy-five percent of consumers plan to shop both online and in a physical store this season. As to where consumers are planning on making purchases this holiday season, 41% are shopping at online-only marketplaces such as Amazon, and an equal amount said they're shopping at big-box retailers like Target and Walmart (41%). And 38% plan to shop department stores.

RetailMeNot previously forecast that consumers will spend an average of $743 during the Black Friday to Cyber Monday shopping weekend, up 47% from last year's average of $505. In addition, more consumers plan to shop on Cyber Monday this year. New data shows that shopping and spending will remain strong through December.

"At RetailMeNot, while we recognize the growth of e-commerce and m-commerce, we still stress with our retail partners the significant role a brick-and-mortar location plays in the consumer shopping journey," said Marissa Tarleton, CMO, RetailMeNot. "Consumers are going both online and in-store for list toppers such as toys, and looking in both places for gifts such as clothing and shoes, so retailers with an omnichannel presence will likely capture the most dollars."
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