The Holidays are a Click Away

What’s in store for the holiday season? Online shopping.

Pexels Mall
Pexels mall/Adobe Stock

What’s in store for the holiday season? Online shopping. Adtaxi’s 2021 Holiday Outlook survey found that, while in-store traffic will still be a player in holiday sales, this season’s shopping method of choice will be through e-commerce. Nearly 64% of those surveyed felt comfortable shopping in brick-and-mortar stores this year, up from 50% last year. Of the remaining 36% that feel uneasy shopping in person, only 12% feel strongly opposed to it. The minority segment is projected to spend less than those who feel “safe” shopping in stores.  


“After the incredible and ongoing challenges of the past two years, it’s heartening to see Americans so eager to celebrate the holiday season. Still, a significant number are cautious and concerned about the pandemic risk, and it’s on all businesses to help keep customers safe,” says Chris Loretto, EVP, Adtaxi. “We’re also tracking a strong trend of Americans choosing to support local, small and mission-driven businesses with their holiday dollars. This is a ray of hope for local communities and the American economy alike - and we encourage small businesses to be bold in reaching consumers this season.” 

From Adtaxi: 

Home for the holidays. The study found that three in 10 Americans (28%) will avoid traveling for the holidays because of factors such as the ongoing pandemic and safety concerns (16%). Many respondents will also avoid in-person events (45%), dining indoors (34%), and shopping major retailers (31%) this year. 

Big spenders at small shops. 70% of consumers intend to shop at small businesses this holiday season. There is no discrimination between online and physical stores for this statistic. This is only down 4 percentage points from the height of the pandemic. In addition, 27% will seek out socially conscious businesses and 26% will prioritize minority-owned businesses. 

Happ e-holidays from online stores. One-third of respondents will spend 50-74% of their holiday dollars online rather than at a brick-and-mortar store. 

Shopping for sales. One in four (28%) will do most of their holiday shopping on Black Friday. 71% of that group will do their Black Friday shopping online. 41%, however, won’t rely on traditional sales holidays like Black Friday or Cyber Monday for the majority of their holiday shopping. 

There’s snow season like the holiday season. One in three Americans (35%) will begin holiday shopping before November. 37% won’t stop until late December. Another 13% will continue their holiday shopping past December. 

“More than ever before, the holiday shopping season is a multi-month affair, and businesses who restrict their efforts to Black Friday or Cyber Monday will miss out,” Loretto adds. “With online shopping as the new normal and Amazon absolutely dominating, smart brands will beef up their e-commerce capabilities and explore leveraging Amazon as well. Overall, there is clearly an appetite for the right holiday messages from consumers.”