This year, 66% of shoppers bought at least half of their 2018 Christmas gifts in a physical store and an impressive 22% of shoppers bought all of their Christmas gifts in a shop.
If you put those stats head to head (4% all online vs 22% all offline) it’s clear that offline retail still plays a major role in our buying habits. Especially when you consider that 12% of shoppers didn’t buy a single Christmas gift online.
But let’s not forget the key role that online shopping plays in supporting the high street; not cannibalizing, as many digital naysayers would have you believe. According to our research, 36% of shoppers research products online before they buy them offline. Which means there’s evidence for businesses to have a strong digital presence to support and even drive their offline endeavours.