Survey: Most consumers to shop in-stores this holiday even amid pandemic spikes

Shoppers are not deserting physical stores this holiday season. 

At least not according to a survey by Engine Insights, in which 85% of respondents said they plan to buy holiday gifts in physical stores. Most (72%), however, said they plan to go to stores on less busier days/times this year in order to limit their potential exposure to COVID-19.

The survey found that consumers are ready to start celebrating the holiday season, with 85% agreeing that the country needs the holiday spirit this year more than ever. And they expect stores to get on board — 71% said holiday decorations in retail stores help them get into the 'holiday spirit' and 60% don’t mind when stores decorate well in advance (as of right now).

Other findings from the Engine Insights https://engine-insights.com survey are below. 

•    Apparel (including footwear and accessories) ranked as the top (46%) holiday gift buying category, followed by toys/games (37%), electronics (video games, TVs, tablets, smartphone, etc., at 28%); household goods (kitchen supplies, furniture, decor, etc., at 26%); jewelry (25%) and health and beauty products (25%).

•    As to what themes consumers would welcome in this year’s holiday advertising, product deals and promotions and messages of connection and togetherness as well as messages that highlight essential workers came out on top.

•    Forty-three percent of consumers would like to see more advertising focused on children to help inspire gift ideas, while 33% felt the same about their spouse or significant other. 

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