In-Store Shopping: Critical Channel for Holiday Sales Season
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Despite years of digital shopping growth, brick-and-mortar retail remains the cornerstone of holiday consumer behavior, presenting significant opportunities for local media outlets and advertising agencies to capitalize on in-store traffic patterns.
Three-quarters of consumers view physical stores as essential to their holiday experience, describing in-store shopping as a "holiday ritual," according to research from marketing firm Quad conducted by The Harris Poll. The September survey of 2,105 American adults reveals that 76% consider store visits an integral part of their seasonal traditions, while 75% say the experience helps them maintain connections with family and friends.
The findings carry important implications for local media sales strategies. Two-thirds of consumers report discovering their favorite gifts through unexpected in-store finds—a figure that climbs to 71% among Gen Z shoppers. These serendipitous purchases suggest opportunities for point-of-purchase advertising and in-store promotional campaigns that local media partners can package with retailers.
Quality Perception Drives Higher-Value Purchases
The data reveals a striking disparity in consumer confidence between channels. Seventy-two percent of shoppers express greater certainty about product quality when buying in physical locations, while 70% report more comfort making premium purchases in-store versus just 30% online. Additionally, 69% trust in-store promotions more than digital deals, viewing them as more legitimate.
"Consumers are rekindling their love and joy of discovery," said Josh Golden, chief marketing officer at Quad. "For brands and retailers, it's a cue to balance digital with physical and to design moments that engage all the senses and build lasting trust with the consumer."
Black Friday's Relevance Questioned
The research also challenges conventional wisdom about concentrated holiday promotions. While 75% of respondents prioritize finding lowest prices, an equal percentage describe one-day shopping events as transactional rather than enjoyable. Seventy-four percent dismiss these promotions as primarily hype rather than genuine savings.
Notably, 84% of consumers prefer retailers distribute meaningful promotions throughout November and December instead of concentrating them around Black Friday and Cyber Monday. Seventy-two percent report finding superior deals outside designated shopping holidays.
"Black Friday isn't dead—it's just become irrelevant," said Libby Rodney, chief strategy officer at The Harris Poll. "Today's consumers have evolved past the hype machine."
Strategic Implications for Media Sellers
For local media representatives and agency planners, the data suggests several strategic approaches: sustained promotional campaigns throughout the extended holiday season rather than event-focused bursts; emphasis on experiential retail messaging that highlights in-store discovery; and premium product positioning that leverages consumers' quality perceptions of physical retail.
The research indicates particular opportunity with Gen Z consumers, who show the strongest affinity for in-store discovery. Media partners developing retail packages should consider multi-week flights that support retailers' efforts to distribute promotions more evenly across the season.
The survey was conducted online between Sept. 18-20, 2024.
Source: https://www.quad.com/wp-content/uploads/2025/10/the-harris-poll-quad-the-return-of-touch-holiday-shopping-reconnected-2025.pdf
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