83% of holiday consumers to shop online; online-only retailers top destination

Online-only retailers are the top planned holiday shopping destination this year, cited by 77% of consumers.

Despite in-store shopping expected to see a rise this holiday season, e-commerce will be a staple for the overwhelming majority of shoppers.

That’s according to new data from Circana’s latest Holiday Purchase Intentions report, which shows that 83% of holiday shoppers plan to shop online this year. Roughly three-quarters (74%) of holiday shoppers plan to take an omnichannel approach and shop both online and in-store, while 16% plan to shop exclusively in-store, both increasing slightly from last year’s shopping plans.

“Convenience and value are paramount for consumers, creating an interesting dance between e-commerce and physical retail this holiday shopping season,” said Marshal Cohen, chief retail advisor for Circana. “More than ever, holiday shoppers will be utilizing all shopping channels and resources to maximize their spending ability and overall shopping experience.”

[READ MORE: EXCLUSIVE: Survey reveals positive holiday shopping trends]

Online-only retailers are the top planned holiday shopping destination this year, cited by 77% of consumers. More than four-in-10 (42%) holiday shoppers are planning to do more online shopping so they can ship directly to family and friends, a significant increase from last year.