Consumer Behavior

More holiday shoppers hitting physical retail stores this year

Photo: Generated by AI. Adobe Stock.

December 19, 2024

Shoppers are hitting brick-and-mortar stores more this year despite a cutback in post-election season spending, according to a First Insight survey.

The data revealed a 53% increase in consumers who are only shopping at physical retail stores compared to last year, according to a press release on the findings.

"This year's holiday season highlights a return to the essentials — competitive pricing and convenience," Greg Petro, CEO of First Insight, said in the release "Our insights reveal not only a strong preference for in-store shopping and the growing importance of loyalty programs but also suggests a willingness to invest in premium services like faster shipping. Retailers who adapt to these shifts by providing exceptional experiences and meaningful value will emerge as leaders during the critical year-end shopping season."

The survey also revealed 48% of shoppers plan to visit both physical and digital stores to check off their holiday lists and that loyalty programs are also gaining traction, with a 64% rise in shoppers influenced by their benefits.

This study was conducted online among a nationally representative sample of 1,560 consumers in the U.S.