The holiday season is here, and it’s not just about shopping anymore — it’s about how, where, and why we shop. Each generation is shaking things up, from high-tech tools to the timeless charm of local businesses. Let’s explore how holiday shopping is evolving and why it matters for brands trying to stand out this season.

Part 1: How Are We Shopping?

Shopping today is like running a digital sleigh — fast, mobile, and social. Each swipe and click is shaping the season.

Mobile Shopping: The MVP of the Holidays

Smartphones are the modern-day shopping carts, with over 60% of consumers using mobile devices to shop. This trend is exploding with Millennials and Gen Z, who love in-app discounts and easy price comparisons. Retailers, are your apps ready for action?

Person shopping on mobile phone

Social Commerce: The New Holiday Mall

Social platforms like TikTok and Instagram are stealing the holiday show. Over 40% of Gen Z shoppers admit they’ve made purchases directly from these apps. Shoppable posts, influencer gift guides, and livestreams are where the magic happens. If your brand isn’t scrolling into this space, you’re missing out!

Influencer vlogging about the holidays

Subscription Boxes & BNPL: Trendy Gifting Made Easy

Whether it’s curated subscription boxes or budget-friendly BNPL options, this trend has something for everyone. Gen Z and Millennials love spreading out payments, while Boomers and Gen X adore the simplicity of ready-made gift solutions.

Buy Now Pay Later displayed on an iphone while someone shops

Part 2: Where Are We Shopping?

From bustling stores to cozy online browsing, it’s all about finding the perfect mix.

In-Store Shopping Makes a Festive Comeback

Brick-and-mortar stores are alive and thriving, especially with Boomers and Gen X who crave the sensory joy of browsing. Retailers are sweetening the deal with exclusive in-store promotions and festive experiences. Think free holiday treats or live caroling events — because who doesn’t love a little holiday cheer?

Woman shopping for Christmas decorations in-store

Omnichannel Everything: The Best of Both Worlds

Gen X and Millennials are leading the charge in blending online and in-store shopping. Picture this: researching online, checking local stock, and then heading to the store for same-day pickup. Retailers that master this seamless blend will win the holiday season.

Woman shopping on her phone

Local Love: Sustainability and Community First

Younger generations, particularly Millennials and Gen Z, are championing local and sustainable businesses. Over 30% prefer to shop small, especially when businesses emphasize eco-friendly practices. If your brand has a green story to tell, now’s the time to shout it from the rooftops!

Woman shopping locally on the street

What’s Next for Retailers?

The holiday season is a blend of nostalgia, innovation, and personal connection. By understanding how and where each generation shops, brands can craft experiences that don’t just sell products but create lasting memories. Get ready to sleigh the holidays, one shopper at a time!

Sources:

  1. RetailDive – Mobile Shopping Growth:
    https://www.retaildive.com/news/mobile-shopping-growth/
  2. Social Media Today – Social Commerce Stats:
    https://www.socialmediatoday.com/social-commerce-stats
  3. Forbes – BNPL and Subscription Trends:
    https://www.forbes.com/bnpl-and-subscription-trends
  4. NPD Group – In-Store Shopping Trends:
    https://www.npd.com/in-store-shopping-trends
  5. McKinsey – Omnichannel Holiday Shopping:
    https://www.mckinsey.com/omnichannel-holiday-shopping
  6. Deloitte – Local Shopping Trends:
    https://www2.deloitte.com/local-shopping-trends