Consumer Behavior

Not every US consumer is holiday shopping online

Photo by istock.com

November 12, 2020

Despite the ongoing pandemic, a healthy majority (85%) of American consumer plan to shop in a physical store for holiday gifts and 72% will intentionally shop on less busy days and times due to the threat of COVID-19.

That's a top finding from an Engine Insights Holiday Survey regarding U.S. consumer holiday season purchase behavior.

Yet Amazon won't feel neglected as 75% expect to shop for gifts with the online giant. More than half, 62%, plan to buy gifts with online retailers having a physical presence and will have gifts shipped directly to them, bypassing curbside and in-store pickup, according to a release on the findings.

Additional findings include:

• 54% of Americans are starting their shopping earlier this year due to concerns over products not being available later in the season.
• 57% agree that the challenges throughout this year are making them feel more emotionally connected to the upcoming holiday season than usual.
• 71% agree that holiday decorations in retail stores help them get into the 'holiday spirit.

"It's clear from the findings that Americans are still planning to shop in person for their loved ones this holiday season, even with all the challenges presented by COVID-19," Lisa Marie Fortier, SVP, Engine Insights, said in the release. "Gifts this year are going to have increased importance as shoppers want to feel connected and loved during a time of continued separation."