Survey Reveals In-Person Shopping Sparks Holiday Spirit for 74% of Consumers

The Holiday Spirit: Consumer Preferences Revealed in Latest Survey

In a recent survey conducted by Quad/Graphics and The Harris Poll, it was found that an impressive 74% of Americans believe that shopping in physical stores is the best way to ignite the holiday spirit. This research involved over 2,000 American adults and investigated their attitudes toward holiday shopping, emphasizing the importance of tactile experiences in sparking joy during the festive season.

The Emotional Connection to In-Person Shopping

The findings highlight a significant emotional connection that consumers have with in-person retail experiences. About 75% of those surveyed stated that shopping in stores helps them feel closer to their family and friends during the holiday season. Younger shoppers, particularly Millennials and Gen Z, expressed even stronger sentiments, with 76% of Millennials and 70% of Gen Z feeling more connected when shopping in person. This suggests that the act of shopping has transformed into a social ritual for many, fostering connections that transcend mere transactions.

Interestingly, 76% of respondents described visiting stores as an essential part of their holiday traditions, with more than half stating it allows them to reconnect with experiences and people that are important to them. Furthermore, consumers expressed a desire for unique gifts, with 63% asserting that they're more likely to discover one-of-a-kind items in physical stores versus online. This is particularly pronounced among Gen Z shoppers, where the figure rises to a remarkable 71%.

Catalog Shopping: A Return to Tangibility

In addition to in-store shopping, physical catalogs emerged as a strong tool in consumers' holiday shopping arsenal. Approximately 70% of respondents view catalogs as a great starting point for gift-giving, demonstrating that traditional marketing methods are not only still relevant but also cherished.

According to the survey, 51% of Americans stated they would rely more on catalogs to reduce time spent scrolling online, as 68% found flipping through catalogs to be more relaxing than browsing the internet. Importantly, this behavior highlights a broader trend of seeking tangible interactions amid increasing digital fatigue.

Trust and Quality in In-Store Experiences

The study further examined shoppers’ perceptions of trust and quality when it comes to in-person retail experiences. A significant 72% indicated they felt more confident about purchasing high-quality items when shopping in-store. Furthermore, 70% report they are more comfortable spending more on pricier items in physical stores compared to online, where just 30% express similar comfort. This sentiment emphasizes that in-person shopping enhances consumer confidence and trust in the marketplace, a critical factor for brands and retailers.

The Diminishing Appeal of Black Friday

While searching for the best deals remains a priority for consumers, the survey revealed a marked decline in the enthusiasm for traditional shopping events like Black Friday and Cyber Monday. A staggering 75% of respondents viewed these sales as more transactional than joyful, and 84% favored retailers spreading out meaningful deals throughout the holiday season rather than concentrating them in just two days.