Most consumers continue to view in-store shopping as an essential holiday tradition, valuing the experience for connection, discovery, and confidence in their purchases.
Key takeaways
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In-store shopping drives holiday spirit: Most consumers see physical retail visits as an important ritual that strengthens connections with family and friends.
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Discovery and trust are key motivators: Shoppers report finding unique gifts and trusting deals more when shopping in person, favoring tactile experiences over digital browsing.
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Shift away from Black Friday hype: Consumers are increasingly seeking value throughout the holiday season, preferring deals spread over weeks rather than one-off events.
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