A Alchemer report titled the 2026 Holiday Shopper Study reveals a surprising shift in consumer intent. Surveying over 1,000 U.S. shoppers, the research shows that more consumers plan to browse and buy in physical stores this holiday season than they will online. This reversal of recent trends suggests brick‑and‑mortar locations are regaining relevance as primary shopping destinations.
Retail analysts attribute the comeback to tangible benefits digital channels often miss. Shoppers value touching items, instant gratification, and avoiding shipping delays. Advanced feedback tools now let stores capture real‑time sentiment, helping fine‑tune layouts and staff levels to meet expectations.
The data urges retailers to upgrade in‑store experiences and adopt feedback platforms like Alchemer’s. Real‑time insights enable personalized promotions, reduced friction, and conversion of holiday foot traffic into loyal customers. Ignoring this shift could leave brands behind rivals who capitalize on the physical‑world edge.
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