Survey: Holiday Shoppers Will Mix E-Commerce, Stores

holiday shopping, 5WPR

The experience of buying holiday gifts will be quite different this year, but a large percentage of consumers in a recent survey said their shopping endeavors will include a mix of online and brick-and-mortar.

The 2020 Holiday Shopping Survey from 5W Public Relations provides an early look into the minds of consumers as they begin to shop for gifts during the on-going COVID-19 Pandemic.

In the survey, 61% of respondents said they plan to buy gifts through e-commerce and in stores, 18% saying they plan to shop online-only for their holiday needs while 9% said they will shop only at stores. Additionally, 54% of consumers will be heading to stores for inspiration, not just to make a purchase.

“Americans experienced a shutdown that was previously unimaginable. As cities and stores continue to lift heavy restrictions, shoppers are looking for an escape that heading out to the store provides,” said Dara A. Busch, 5WPR president. “Consumers will be searching for a sense of normalcy to get them into the spirit, and in-store shopping for gifts is one of the oldest holiday traditions. This creates a huge opportunity for brick and mortar stores that have been struggling to attract clientele even before temporarily closing their doors in response to the pandemic.”

Given the economic struggles many consumers are facing as a result of the pandemic, seeing how deeply they did into their wallets will also be closely watched by retailers. 

The 5WPR survey found that 53% of consumers plan to spend the same amount as 2019, with 29% saying they would spend less and 18% responding that they would boost their spending this holiday season.

The Holiday Shopping Survey from 5WPR was conducted by Censuswide, with 2,000 respondents aged 16 and over in the United States questioned between September 14 and September 18.