Where Do Consumers Plan to Shop for the Holidays in 2024?
A recent survey on consumers’ year-end holiday shopping plans shows that the majority of shoppers intend to complete at least a part of their shopping online. Having said that, physical stores remain an extremely popular holiday destination for many consumers. But just what kinds of brick-and-mortar stores are holiday shoppers going to for their purchases? In other words, ecommerce stores aside, where do consumers plan to shop for the holidays?
Top holiday shopping destinations in 2024
|
Holiday shopping destination |
Percentage of consumers shopping at each destination for the holiday season |
|
Online |
57% |
|
Department store |
46% |
|
Grocery store |
46% |
|
Discount store |
45% |
|
Clothing store |
31% |
|
Small business |
23% |
|
Electronics store |
19% |
|
Craft store |
16% |
|
Outlet store |
12% |
|
Specialty store |
12% |
|
Thrift store |
12% |
Where do consumers plan to shop for the holidays in 2024: top three
According to a study conducted by the National Retail Federation, 57% of consumers plan to shop for the holiday season online, making it their top holiday shopping destination in 204.
This is followed by department and grocery stores, which just under half (46%) plan to visit for their holiday purchases. It’s worth mentioning that Costco is currently the top department store in the United States, with a popularity rating of 69%. Other stores like Target, Walmart, and T.J. Maxx are also on the list.
Where do consumers plan to shop for the holidays in 2024: other popular destinations
Where else do consumers plan to shop for the holidays? Forty-five percent intend to purchase holiday gifts from discount stores. Clothing stores are also among consumers’ top holiday shopping destinations, with around one-third (31%) of them planning to purchase items there.
Just under one-quarter (23%) of consumers intend to purchase holiday items from small businesses. Electronics and craft stores follow, with 19% and 16%, respectively. Outlet stores, specialty stores, and thrift stores round out the top holiday shopping destinations among US consumers, with 12% each.
Where do consumers plan to shop for the holidays: all adults vs. young adults
|
Holiday shopping destination |
Percentage of young adults aged 18 to 24 shopping at each destination for the holiday season |
|
Online |
59% |
|
Department store |
49% |
|
Clothing store |
47% |
|
Discount store |
44% |
|
Grocery store |
43% |
|
Electronics store |
31% |
|
Small business |
26% |
|
Thrift store |
20% |
|
Craft store |
19% |
|
Outlet store |
14% |
|
Specialty store |
14% |
Young adults aged 18 to 24 show similar shopping preferences to the general population, with online shopping remaining the top choice for 59% of them. Department stores are also popular, with nearly half (49%) planning to visit, and clothing stores rank highly, attracting 47% of young adults—a notable difference compared to 31% of all consumers.
Another key distinction is the greater appeal of electronics stores, which 31% of young adults plan to visit, compared to just 19% of the overall population. Additionally, this age group shows a stronger interest in thrift stores, with 20% planning to shop secondhand. According to analysts, pre-owned and upcycled gifts are particularly attractive to this age group as they align with their focus on saving money and making sustainable choices.
Overall, the data on where consumers shop for the holiday reveals that young adults are more likely than the general population to shop for clothing, electronics, and thrifted items, reflecting a distinct blend of affordability, sustainability, and style in their holiday shopping habits.