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CHICAGO — A new report from Circana reveals that while online shopping remains the top choice for 83% of holiday shoppers, more consumers are balancing digital convenience with the experience of physical stores. According to Circana's Holiday Purchase Intentions report, 74% of shoppers plan to shop both online and in-store—a slight increase from last year—while the number choosing in-store-only shopping has risen to 16%, signaling a renewed appreciation for brick-and-mortar stores.
“Consumers want convenience and value, and this holiday season, they’ll be leveraging all channels to maximize both,” said Marshal Cohen, Circana’s chief retail advisor. The report highlights a growing trend: shoppers are increasingly researching and comparing prices online before making in-store purchases, blending digital convenience with tactile shopping experiences.
Notably, 77% of holiday shoppers plan to buy from online-only retailers, making e-commerce the leading shopping destination this season. Furthermore, 42% of shoppers plan to ship gifts directly to family and friends, a jump from last year, reflecting the shift toward convenience-driven shopping.
Even Black Friday, historically a brick-and-mortar event, has cemented its role as an online shopping day, underscoring consumer comfort with e-commerce for traditionally in-store events. “A seamless cross-channel experience will be critical this season,” Cohen added, urging retailers to meet evolving consumer demands for a unified shopping journey across online and physical channels.
