Holiday 2024: Spotlight on in-store shoppers

Holiday shoppers are more likely to shop in stores this season than last year

According to our latest holiday research among consumers at-large, shoppers are more likely to head to physical stores this year* for gifts and other holiday purchases (68%) compared to last year (62%), continuing a trend we also saw in our recent back-to-school/college shopping surveys. While physical store shopping isn’t coming at the expense of shopping digitally (87% plan to shop digital channels this year, up from 83% in 2023), in-store shopping presents brands with one-on-one opportunities for personal engagement with these consumers.

In-store shoppers are demographically broad
Holiday shoppers headed to stores this year reflect a wide range of shoppers. Men (69%) are just as likely as women (67%) to shop physical stores, and while Gen X and boomers are most prone to in-store shopping, the majority of Gen Z and millennial holiday shoppers plan to peruse stores as well.

Planning to holiday shop in physical stores this year

Shopping a variety of retailers
While superstores (e.g., Walmart) and online retailers (e.g., Amazon) are top destinations for those planning to shop in stores, they are more likely to shop a wider variety of other retailers, including category specialists and department stores.

Where in-store shoppers plan to shop this holiday Select retailer types shown

More motivated by sales and rewards
While holiday shoppers in general will be salebrating the season, in-store shoppers will be even more drawn to attractive deals, promotions and other incentives like rewards and cash back.

 Among those planning to shop in stores for holiday…

Key takeaway: Capitalizing on the in-store opportunity
The stars appear to be aligning for a physical store shopping this holiday season. This presents brands with the opportunity to engage shoppers 1:1, not only about their products/services and general value proposition, but about their retail card programs and associated rewards/discounts as well – emphasizing the value in transacting with this form of tender, potentially driving acquisition.

Source: Bread Financial Holiday Look Ahead survey, September 2024

* In-store shoppers: Those planning to shop in stores for holiday purchases (may be shopping online as well). 2023 figures sourced from Bread Financial Holiday Hindsight survey, January 2024.