Nearly One-Fourth of Shoppers Will Not Enter a Retail Store This Holiday Season

October 20, 2016, Written By John H. Oldshue
Nearly One-Fourth of Shoppers Will Not Enter a Retail Store This Holiday Season

In-store holiday shopping is slowly becoming a thing of the past as more people take to online and mobile shopping. According to a new survey from the Rubicon Project,  22% of customers–and 28% of Millennials–do not plan on shopping in-store at all during the upcoming Christmas season.

Nearly three out of four Americans (73%) plan to shop online, and more than one in three intend to shop on their mobile devices. These online and mobile-only shoppers tend to be Millennial males, and are most likely shopping for gift cards (64%), apparel and accessories (57%), toys (46%) and tech (37%).

The study, which surveyed 1,003 U.S. shoppers, projected that Cyber Monday may soon outsell Black Friday due to this upward trend in online sales. 47% of the survey respondents said they plan to shop on Cyber Monday, compared to 42% on Black Friday. 22% of Americans have already started researching Cyber Monday deals (up from 12% a year ago). Millennials and parents are particularly interested in Cyber Monday. 74% of both groups said they love the annual event.

Americans are also shopping earlier and plan to spend more this year. On average, Americans plan to spend $1,175 this season, which is a 12% increase from last year. Overall spending per child has increased to $495, but people say they are more likely to buy a number of smaller items rather than one big-ticket item. Consumers are more likely to spend money on experiences, including travel, sporting events and shows.

Other key findings include:

  • Millennials are gaining financial independence, so they are beginning to spend more as a group. They plan to spend an average of $1,427 this holiday season, a 33% increase from last year. Over half of Millennials (54%) plan to spend more than last year.
  • 39% of Millennials have already started shopping, and plan to do most of their shopping online. 76% said they will shop online, and 58% will be shopping from a mobile device. 21% said they will make at least half of their purchases on a mobile device.
  • Nearly half of parents (47%) have already started shopping. They plan to spend an average of $1,711 this year, which is up from $1,383 last year.
  • 43% of survey respondents said they will be treating themselves this year and plan to spend about $322 on themselves.
  • Men plan to spend more than women ($1,360 versus $1,028).
  • 66% of parents and 68% of Millennials plan to make a big-ticket purchase.
  • Women are more likely to look for deals (73%) or compare prices (84%) than men.

The information contained within this article was accurate as of October 20, 2016. For up-to-date
information on any of the terms, cards or offers mentioned above, visit the issuer's website.

About John H. Oldshue

John Oldshue is the creator of He worked for over 15 years in television and won an Emmy award for his reporting. He covers credit card rate issues for
View all posts by John H. Oldshue