In-Store Holiday Shopping Is a Valued Holiday Tradition, Americans Say



In a survey conducted by Citi Retail Services, 75 percent of Americans said that shopping in brick-and-mortar stores was a cherished holiday tradition

Citi Retail Services has commissioned a survey on American holiday shopping attitudes and reports that in-person shopping is an integral holiday tradition for most Americans.

Americans view shopping in stores as an essential holiday tradition, and 95 percent plan to buy at least one gift from a brick-and-mortar store this holiday season. The survey also revealed that 52 percent of holiday gifts will be purchased in-store, rather than online.

In the survey, 75 percent of Americans believe that shopping in brick-and-mortar stores is one of the best ways to get into the holiday spirit. Some 58 percent said that online shopping takes some of the fun out of holiday shopping.

“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,” said Leslie McNamara, managing director, business and market development at Citi Retail Services, in a statement. “We see retailers across the country embracing this tradition and investing in exceptional in-store experiences.”

Other notable stats from the report:

• 42 percent of respondents said that visiting a store as a family to shop for gifts or view holiday decorations was an important tradition

• 65 percent reported that some of their best holiday memories included shopping with family or friends

 • Among the top reasons to visit stores at the holiday season include decorations (66 percent); holiday ambience (44 percent); and holiday music (34 percent)

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