The vast majority (84%) of shoppers intend to shop in-store or visit a store to pick up an online order this holiday season.
Americans are planning to shop until the final days before Christmas to make sure all their gift lists are completed.
According to new figures from ICSC, 233 million people (89% of all U.S. adults) plan to shop leading up to Dec. 25, and on Super Saturday alone, 71% of consumers plan to shop, a 6 percentage point increase from last year.
Consumers who plan to shop through Christmas are primarily aiming to finish gift shopping (53%) and take advantage of late season deals and promotions (39%). As shoppers search for deals and promotions, three-quarters (75%) of consumers say price and value is the most important factor in choosing where to shop, followed by in-stock products. The vast majority (94%) of shoppers plan to spend on goods, while 64% plan to spend on experiences, such as dining, entertainment, and personal services.
ICSC says that despite e-commerce’s growing role in holiday shopping, physical stores remain an important part of holiday shopping, as 84% of shoppers intend to shop in-store or visit a store to pick up an online order. When choosing where to shop, 38% of those surveyed said proximity to home or other stores is the most important and 30% noted speedy pickup and shipping options.
[READ MORE: Salesforce: Global online holiday sales hit $849 billion so far]