Consumers are deep in their holiday shopping. The question is, where are they purchasing this year? After years of online shopping, many are rediscovering the benefits of in-person retail. But beyond the return to brick-and-mortar stores, there are new trends shaping this holiday season. From changing shopping habits to innovative experiences, 2024 is shifting how and where people shop. See how.
In-store shopping is back — and better than ever.
In 2024, consumers might find themselves heading back to the mall, as 61% of U.S. shoppers plan to visit physical stores this holiday season. From browsing festive displays and hearing holiday music to physically testing products and interacting with store associates, shopping in-person offers a personal touch that online shopping can’t match. For many, it’s about more than just the purchase… it’s about enjoying the holiday atmosphere and making the shopping experience feel magical.
Influencers are redefining retail.
Millions of consumers are tapping into social media for holiday gift inspiration. Instagram and TikTok have transformed from social platforms into major shopping destinations. Instagram’s easy in-app checkout and TikTok’s ability to showcase products directly in videos and TikTok Shop make it easier than ever to discover and purchase gifts on the spot.
With holiday shopping already underway, consumers are turning to influencers for guidance, especially when it comes to curated gift ideas. Apps like LTK have become essential this season, as influencers boost their recommendations through product links and gift guides, earning commission in the process. Younger shoppers in particular are relying on trusted creators to help navigate their gift lists, making influencer-driven platforms key players in the shopping journey this December.
Mobile is the new era of holiday shopping.
While in-person shopping is making a comeback, mobile shopping is also evolving quickly. Smartphones have become the ultimate tool for browsing, comparing and purchasing. With so many people shopping from their phones, it’s essential for brands to prioritize mobile-first design. Streamlining the shopping experience with easy navigation, fast load times, and smooth checkout options ensures a seamless experience, keeping consumers happy and increasing the likelihood of a purchase.
Consumers are buying now and paying later.
The rise of Buy Now, Pay Later (BNPL) services like Klarna, Afterpay, and Affirm is boosting holiday spending, especially among younger shoppers. BNPL allows consumers to split large purchases into smaller installments, making it easier to manage costs. This Black Friday alone, BNPL contributed to an 8.8% increase in online spending, with mobile shopping accounting for 79.3% of BNPL transactions, according to Retail Dive.
With so many exciting trends this holiday season, consumers are sure to find something special for everyone on their list in a way that’s convenient for them. Stay up to date with the latest tips and trends by checking out more on the Brogan Blog. Happy shopping!
