PR Newswire·Oct 30, 2025, 9:00 AM ET

'Tis the Season: 74% of Consumers Say In-Person Shopping is the Best Way to Spark Holiday Spirit

QUAD

Quad & The Harris Poll conducted a survey of 2,105 American adults to reveal overwhelming consumer preference for in-person shopping & physical retail experiences during the holidays.
70% of consumers view physical catalogs as a good starting point for holiday gift purchases, while 51% plan to rely on them more to reduce online scrolling.
74% of respondents describe in-store shopping as the best way to get into the holiday spirit, with 75% saying it helps them feel connected to family & friends.
76% of Americans consider going to stores a holiday ritual, a sentiment rising to 76% among Millennials & 70% among Gen Z.
63% of shoppers are more likely to find unique or one-of-a-kind gifts in physical stores than online, with 66% saying their favorite gifts came from unexpected in-store discoveries.
In-person retail experiences build trust, as 72% of respondents feel more certain about buying high-quality items in-store & 70% feel comfortable spending on higher-priced items there compared to only 30% online.
69% of consumers trust that a deal is "real" when seen in-store rather than online, while 58% feel more confident in item quality when viewing catalogs.
78% of Millennials & 71% of all respondents say physical interactions help them feel more present & less distracted by their phones to relieve digital fatigue.
75% of Americans say Black Friday & Cyber Monday feel transactional rather than joyful, with 74% dismissing them as more hype than genuine savings.
72% of shoppers often find better deals outside of major shopping holidays, while 84% prefer retailers spread meaningful deals across November & December instead of concentrating them on two days.
54% of Gen Z & 51% of Millennials express excitement when a holiday catalog arrives, with 68% finding catalogs more relaxing than online shopping.
69% of consumers agree catalogs often spark gift ideas they would not have found online, & 64% say catalogs help them narrow choices faster than digital channels.
66% of Americans would love a personalized catalog curated just for them, while 49% of Gen Z & 39% of Millennials scan QR codes or visit websites directly from catalogs.
39% of people keep catalogs in their homes throughout the season, 39% share them with household members, & 37% use them to start conversations about wish lists with family.