Applause Global Survey Finds Online Holiday Spending to Increase Even as Consumers Return to Retail Stores

Key Facts

“COVID-19 has greatly impacted how consumers shop and what options they expect from their favorite retailers” > > Tweet this While Applause’s research found that digital shopping is on the rise, how users buy online is changing.
In a welcome change, 69% said they feel comfortable returning to physical locations – a sharp increase from Applause’s 2020 survey where less than half (46%) of the respondents said they felt comfortable shopping in-store.
The survey found that 45% of those who plan to visit in-store locations for their holiday shopping plan to spend less than they did in 2020.
Omnichannel shopping continues to be a favorite for consumers looking to stay safe during the pandemic, with 58% using services like curbside pickup, BOPIS (buy online, pick up in-store) and BORIS (buy online, return in-store), and 66% saying they are more likely to shop with a brand if they offer omnichannel options.