Shoppers Are Heading Back to Stores This Holiday Season
Only 53% of holiday shoppers plan to buy online this year, the lowest share in a decade, according to the National Retail Federation. Shoppers want to see gifts in person, and that gives local businesses a real opening this season, if they compete on value and experience, not just price.
The holiday season is projected to top $1 trillion in sales for the first time. Here’s where shoppers are going, what they want, and how your business can get its share before Black Friday (Nov. 27), Small Business Saturday (Nov. 28), and Cyber Monday (Nov. 30).
Why shoppers want stores again
Shoppers who plan to skip online gave clear reasons:
- They want to see it first. 38% want to evaluate items in person.
- Gifts feel more thoughtful. 23% say they choose more carefully in a store.
- The holiday atmosphere. 22% enjoy shopping in stores this time of year.
- Staying on budget. 17% say it’s easier to control spending in person.
PwC’s holiday survey points the same way: 60% of consumers plan to buy gifts in-store, and 52% research gifts by visiting stores.
The catch: shoppers are watching every dollar
More foot traffic doesn’t guarantee more sales. Last year, Small Business Saturday spending fell to about $18 billion, down from $22 billion, as shoppers chased bargains at big chains. Two-thirds of small businesses now see big-box stores as major competition.
Prices are still on shoppers’ minds, too. 64% expect higher prices because of tariffs, and 79% say deals influence when they shop.
How small businesses can win this season
You can’t outspend a big-box store, but you can out-serve one. Shoppers who pick local businesses do it for convenient location (36%), a compelling offer (35%), and unique gifts (31%).
- Lead with buy-one-get-one. BOGO is the most-wanted offer (36%), ahead of free shipping (28%) and percent-off deals (26%).
- Show the savings in dollars. “Save $20” motivates more shoppers (37%) than “20% off” (32%).
- Start now. Deloitte finds 38% of shoppers are value seekers who start early and spend 12% more than everyone else.
- Sell what big-box stores can’t. Feature local, handmade, or exclusive items front and center.
- Pair a product with an experience. Half of shoppers plan to gift an experience, and 79% of them will add a physical gift. Bundle a class, service, or gift card with a product.
- Make the visit worth it. Shoppers came for the atmosphere. Give them samples, music, gift wrapping, and staff who know the products.
Get ready before the rush
The best holiday plans need cash before the sales come in: inventory, seasonal staff, extra hours, and marketing. An ARF Financial Bankroll revolving line of credit gives you funds to draw on as you need them through the season. Want lower payments through the busy season? Look at our Interest-Only Bankroll.
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