Local Store Shopping Still A Holiday Tradition

New research commissioned by Citi Retail Services and conducted by Wakefield Research has shed some interesting insight on U.S. consumers’ holiday shopping season sentiments.

Perhaps the most surprising finds are that 75 percent of consumers in the U.S. believe shopping in-store is one of the best ways to get into the holiday spirit — and that 95 percent of Americans plan to buy at least one gift in local stores this holiday season. The research also found that over half of holiday gifts will be purchased in-store overall.

Leslie McNamara, managing director, business and market development at Citi Retail Services, is quoted as saying: “Despite all the online and mobile shopping options available today, when it comes to the busy holiday shopping period, Americans are still making their way to the stores for in-person customer service, deals, and to get in the holiday spirit. American shoppers clearly see holiday shopping as a unique and special activity.”

The study also found that shopping in-store as a family is a more common form of holiday celebration than caroling — 42 percent of respondents versus 25 percent, respectively.

These results appear to go against the trend of commerce moving online and increasingly into mobile spaces. (This also goes against the anti-commercialization-of-the-holidays sentiment, though that demographic would likely be in the minority regardless.)

It’s unlikely that many, if any, customers will choose to shop only either at local stores or online — especially since the average American is projected to spend over $900 on gifts this holiday season. (Among the affluent, the amount goes up to $1,513.) It’s likely that customers will need multiple trips to drop that much cash.

And who knows … some might just be visiting stores because it’s tradition, or even because just being in a physical store is becoming a novelty.