#United States #holiday shopping #Wisconsin #Landmark Credit Union #Wisconsin Shoppers

Shoppers Embrace In-Store Experiences This Holiday Season

The 2025 holiday shopping season is shaping up to be notably different for Wisconsin consumers, according to a recent survey conducted by Landmark Credit Union. This study indicates a significant return to traditional shopping methods, with more shoppers expressing their intent to purchase gifts in physical stores rather than online. In fact, 82% of respondents stated that they plan to do their holiday shopping in stores this year, a sharp increase from only 40% in 2024.

While maintaining similar holiday budgets, there’s a clear transition in how shoppers approach their gift-giving strategies. Many are now considering their shopping timelines more carefully and are relying on social media and technology for gift discovery and payment options, signaling a more deliberate attitude as they prepare for the holiday season.

Shopping Behavior Changes Across Generations

The survey reveals generational shifts that reflect changing habits among consumers. Notably, 64% of shoppers began their shopping post-Thanksgiving, a decrease from 75% in the previous year. Interestingly, younger generations, particularly Gen Z, are holding out for deals during Cyber Week, with 32% indicating they would wait, compared to 38% of Baby Boomers starting as early as October.

Moreover, the findings suggest that consumers are prepared to spend more on gifts this year. Only 4% plan to purchase items under $25, a decrease from 10% in 2024. Digital platforms have played a crucial role in shaping these trends, as 42% of shoppers have turned to social media for gift ideas, with 79% of those seeking inspiration from TikTok alone. It’s evident that Millennials and Gen Z are tapping into AI tools to help identify suitable gifts for their friends and family, emphasizing a blend of creativity and technology in their shopping experiences.

Payment Preferences Reflect Generational Differences

The survey also highlighted contrasting trends in payment methods by different generations. Millennials lead the way in using Buy Now, Pay Later (BNPL) services, with 24% actively utilizing these options, while Gen Z accounts for 15%. In comparison, only 9% of Gen X and 5% of Baby Boomers are inclined to use BNPL. This suggests that younger shoppers are increasingly comfortable with managing their financial transactions in a manner that suits their lifestyles.

Timothy Mackay, President and CEO of Landmark Credit Union, commented on the changing landscape, noting, “What stands out in this year's survey is how Wisconsinites are navigating a more complex shopping landscape. People are weighing store experiences against online convenience and evaluating payment choices more carefully.”

Financial Pressures Persist

Despite the positive shift towards in-store shopping, consumers still face financial pressures similar to those observed in previous years. Surprising statistics show that 55% of shoppers expect to experience some form of financial stress during the holidays, a slight increase from 54% last year. Furthermore, 41% anticipate carrying holiday-related debt into the new year, indicating ongoing financial concern among consumers.

For those expecting to carry a balance, half plan to manage their repayment within one to three months, and fraud concerns remain a significant worry, with 69% of shoppers expressing fears regarding online fraud or identity theft. Mackay urges shoppers to stay vigilant, saying, “Even with higher prices in some categories, people are working hard to stay within their budgets and keep the season manageable.”

Practical Tips for Holiday Shoppers

As the holiday shopping season approaches, Landmark Credit Union encourages consumers to adopt strategies that promote financial well-being while shopping. Below are some useful tips that can help shoppers maintain control of their spending:
1. Set and Track Your Budget: Develop a realistic budget for your holiday shopping that includes per-person spending guidelines to help prevent overspending.
2. Plan for Expenses: Strategize on how to manage any debt that may arise during the holidays.
3. Choose Payment Methods Wisely: Be informed about the terms of Buy Now, Pay Later options before opting to use them.
4. Use Technology Thoughtfully: Utilize AI and social media for inspiration, but remain cautious to avoid impulse purchases.

Protecting Yourself While Shopping Online

With the increase in online shopping, shoppers must also protect themselves from potential fraudulent activities. Here are some tips to consider:

• - Stay alert to any signs of fraud. Avoid distractions while online shopping, and remain alert to any unusual requests or communications.
• - Always verify the credibility of social media sellers, compare prices, and be wary of saving payment information on unfamiliar websites.
• - Consider using credit cards as they often provide additional layers of protection, allowing cardholders to set spending limits and receive alerts on transactions.

Final Thoughts

As the holiday season approaches, it's clear that shoppers in Wisconsin are adapting to meet both their shopping desires and financial realities. By embracing a more strategic approach to holiday shopping, consumers can navigate the market effectively while ensuring a joyful season ahead.