Survey: Online holiday shopping intentions continue to rise

Only 4% of Gen Z and 8% of millennials are opting for exclusively in-store shopping this holiday season.

Shoppers are continuing to gravitate towards online shopping when it comes to holiday gifts.

According to SmartCommerce’s 2024 Holiday Gathers and Shopping Report, the wide majority (86%) of holiday shoppers plan to do some online shopping for gifts this year, with only 14% planning to do all of their shopping in-store. The latter figure is a slight decrease from the 16% who planned to shop entirely in-store for holiday gifts last year.

SmartCommerce’s survey found that 51% of consumers said they plan to shop both in-store and online, while 30% will order all their gifts online to be delivered. Five percent of those surveyed said they will order all their gifts online, but for in-store pickup. Younger consumers are moving away from in-store shopping especially, with only 4% of Gen Z and 8% of millennials opting for exclusively in-store shopping, compared to 20% of Baby Boomers.

[READ MORE: Survey: Younger shoppers, those in cities more likely to experience package theft]

When it comes to Black Friday and Cyber Monday sales events, consumers prefer shopping online versus in-store, with 47% reporting they will shop online over the weekend, and only 20% planning to go in-store. On Thanksgiving Day, 32% plan to shop online and only 11% plan to go in-store.