Holiday shopping trends show 80% of consumers prefer physical retail experiences

In a comprehensive retail study released on November 19, 2024, Vibenomics and Suzy Market Research revealed that 80% of holiday shoppers plan to make their purchases in physical stores this season, highlighting a significant shift toward traditional retail experiences. The research, conducted in October 2024, examined where, when, and why consumers are choosing brick-and-mortar locations for their holiday shopping needs.

According to the Vibenomics Holiday Shopping Suzy Survey, the distribution of shopping destinations shows varied consumer preferences. Grocery stores lead with 35% of holiday shopping traffic, followed by home improvement stores at 24%, discount stores at 21%, drugstores at 14%, and sporting goods stores at 13%.

The timing of holiday shopping demonstrates clear consumer patterns. The research indicates that 67% of consumers plan to complete most of their shopping in November, while 21% target early December for their primary shopping activities. A forward-thinking 10% of shoppers initiated their holiday purchases in October, with only 1% waiting until late December.

The research identifies several key factors driving consumers toward physical retail locations. The primary motivation, cited by 66% of respondents, is the immediate availability of products without shipping delays. This preference for instant gratification represents a significant advantage for brick-and-mortar retailers during the holiday season.

Product interaction emerges as another crucial factor, with 54% of consumers valuing the ability to physically examine potential purchases. This tactile experience proves particularly important for gift selection and seasonal decorations, where quality assessment through direct interaction influences purchasing decisions.

The study reveals that 53% of shoppers appreciate the discovery aspect of in-store shopping, particularly for seasonal and limited-time offerings. Additionally, 46% of consumers find it easier to compare products and prices when shopping in physical locations, suggesting that in-store price comparison remains a valued aspect of the shopping experience.

The research demonstrates the significant influence of in-store promotions on purchasing behavior. According to the October 2024 data, 70% of holiday shoppers acknowledge that in-store promotional activities directly impact their impulse purchasing decisions. This finding underscores the effectiveness of strategic in-store marketing during the holiday season.

The study identifies several key elements influencing consumer purchasing decisions in physical retail environments:

Price Sensitivity

Price consciousness remains a primary consideration for holiday shoppers, with consumers actively seeking promotional offers and seasonal discounts. The research indicates that price comparison capabilities in physical stores significantly influence purchasing decisions.

Quality Assessment

The ability to evaluate product quality directly through physical interaction emerges as a crucial factor in consumer decision-making processes, particularly for gift purchases and seasonal items.

Product Variety

The research shows that consumers value access to diverse product selections, with the ability to browse multiple options in person being a significant advantage of physical retail locations.

Promotional Impact

In-store promotions demonstrate substantial influence on purchasing decisions, with time-sensitive offers and seasonal deals proving particularly effective in driving sales.

Retail Location Analysis

The study provides detailed insights into consumer preferences for different retail environments:

• Grocery Stores (35%): Lead in holiday shopping traffic
• Home Improvement Stores (24%): Show strong seasonal appeal
• Discount Retailers (21%): Attract value-conscious holiday shoppers
• Drugstores (14%): Maintain significant holiday shopping presence
• Sporting Goods Stores (13%): Demonstrate seasonal relevance

The research highlights the extensive reach of in-store advertising, with networks like Vibenomics engaging over 170 million unique shoppers and facilitating more than 1 billion shopping visits monthly. This scale demonstrates the significant potential for reaching holiday shoppers through in-store marketing channels.

Key Facts

• 80% of holiday shoppers prefer physical stores
• 67% complete most shopping in November
• 66% value immediate product availability
• 54% prioritize physical product interaction
• 70% are influenced by in-store promotions
• 53% value new product discovery opportunities
• 46% prefer in-store price comparison capabilities
• Only 1% delay holiday shopping until late December