Omnichannel rules! Expect hybrid shopping “to define Christmas spending this year” as 87% of UK consumers plan to shop both online and in-store for gifts this year.
Image: CACI
That’s according to data specialists CACI, who flip the data to show that just 7% intend to shop exclusively in-store, and only 6% plan to do all their shopping online.
Generational and gender differences, of course, come into play, revealing further nuances with 19% of male Gen Zers saying they intend to shop entirely online, compared with just 1% of females in the same age group.
At the other end of the spectrum, 13% of male and 7% of female Baby Boomers expect to purchase all their gifts in-store, “showing that physical retail remains more prominent among older shoppers”, although not in the numbers we might expect.
The report highlights that last year’s retail performance “further supports the advantage of having a strong multichannel presence” as brands that enabled both physical and digital buying behaviour, with seamless integration, personalisation, and strong app and online experiences, “had some of the biggest gains”.
CACI took Korean beauty retailer PureSeoul as an example: “Known for combining digital reach with selective in-person experiences, the… brand more than doubled its sales in December 2024 compared with the same month the year before (up 118%)”.
Meanwhile clothing/lifestyle giant Uniqlo reported a 22% year-on-year omnichannel increase in December 2024 sales.
Alex McCulloch, Director at CACI, said: “If we look at the data from last Christmas, and what we’re hearing from consumers now, it’s clear that the brands set to win this season are the ones that recognise the need for a true multichannel approach.
“Not just because it’s practical, but because physical stores help build loyalty that carries over to online. That loyalty is being reinforced even earlier, as more retailers turn their stores into experiential spaces – some operating almost like ‘clubhouses’ that create connection and community long before a purchase is made.”
