According to a report from Circana, online shopping will dominate the 2024 holiday season, with 83% of US consumers planning to shop online for gifts. While many will still make some in-store purchases, a significant portion—74%—intend to shop both online and in-store, reflecting a trend toward a more balanced shopping experience. Only 16% plan to exclusively shop in physical stores, a slight increase from last year.
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Convenience and value are the driving factors behind this shift, as consumers seek the ease of online shopping, especially with direct shipping options. Around 42% of shoppers plan to buy gifts online and have them delivered directly to family and friends. Furthermore, nearly one-third of shoppers prefer to buy as many gifts as possible online, while another third research and compare prices online before going to physical stores.
The trend also indicates a shift in Black Friday shopping, with online deals now rivalling in-store events. Over the past two years, Black Friday has ranked as the top shopping day for both online and in-store purchases. As the holiday season approaches, retailers will need to adapt to these evolving consumer preferences, ensuring a seamless shopping experience across both digital and physical platforms. This adaptability will be crucial for retailers looking to capitalize on the growing online shopping trend and meet the expectations of holiday shoppers.
Source: www.circana.com