Shoppers Mix Online and In-Store for Holiday Shopping

Consumers are signaling a shift toward hybrid shopping this holiday season, combining online convenience with in-person discovery to maximize savings and experience, according to a recent study from Wunderkind. For brands, this omnichannel mindset underscores the need for seamless integration across every touchpoint.

While 35% of consumers plan to shop mostly online this season, 36% intend to mix both online and in-store channels. Gen X (42%), Millennials (43%) and Gen Z (43%) show the highest intent to blend online and offline shopping.

Notably, 40% of Boomers plan to shop primarily online, defying stereotypes and emphasizing convenience and predictability.

In-store appeal is rising for younger groups: 27% of both Millennials and Gen Z will shop mostly in stores, driven by social and sensory experiences. Men (27%) are twice as likely as women (13%) to plan in-store shopping.

Wunderkind says, “this dual behavior creates a powerful opportunity. Success depends on seamless integration, ensuring offers, pricing, and promotions are synchronized across digital and physical channels. Coordinated BFCM campaigns that bridge app alerts, online remarketing, and in-store exclusives can capture shoppers wherever they choose to convert.”

For more marketing insights around tariffs, consumers and the holiday shopping season, download Wunderkind's full report here.