Americans Say In-Store Shopping is a Holiday Tradition
With Black Friday just days away, a new study has found 75% of Americans believe in-store shopping is the best way to get into the holiday spirit, and more than half (58%) believe online shopping takes away some of the fun from holiday shopping. In fact, 79% said the in-store holiday shopping experience was as important as finding the right gifts.
The Citi Retail Services study, which surveyed 1,000 U.S. adults 18 and older, also found nearly all (95%) of Americans plan to buy at least one present in-store this holiday season, and over half of all holiday gifts (52%) will be purchased in-store instead of online.
When asked about family holiday traditions, 42% of the respondents said visiting stores with their family to shop or view holiday decorations was a more common tradition than singing holiday songs or Christmas carols (25%).
“Despite all the online and mobile shopping options available today, when it comes to the busy holiday shopping period, Americans are still making their way to the stores for in-person customer service, deals, and to get in the holiday spirit,” said Leslie McNamara, Managing Director, Business and Market Development at Citi Retail Services. “We see retailers across the country embracing this tradition and investing in exceptional in-store experiences.”
Holiday shopping nostalgia leads many Americans to the store, as 65% of the respondents, including 74% of parents, believe some of their best holiday memories were made on shopping trips with their family or friends. When asked why they were planning to visit stores this year, decorations (66%), holiday ambience (44%) and holiday music (34%) topped the list.
“American shoppers clearly see holiday shopping as a unique and special activity, and retailers are seizing this opportunity to build long-term customer relationships by providing memorable shopping experiences for their customers,” concluded McNamara.