Key Takeaways

Shoppers blend online and offline seamlessly – discovery often begins digitally, but physical retail still matters for immediacy, certainty, and experience.
Mobile is the primary gateway – brands must optimise mobile journeys, shoppable formats, and apps to meet rising consumer expectations.
Omnichannel integration wins – connecting inspiration, fulfilment, and personalisation across touchpoints is key to converting Christmas shoppers.

The New Hybrid Shopper

According to a recent study, over two-thirds of shoppers now use digital touchpoints during their purchasing journey. That could mean researching products on Google, comparing reviews on YouTube, scrolling Pinterest for inspiration, or checking social ads before ever setting foot in a shop.

But while it may be tempting to assume that this digital-first behaviour has made physical retail redundant, the reality is quite different. In fact, only around 14% of consumers now rely solely on e-commerce. For many, returning to physical shops is part of a “new normal” that balances online convenience with in-store experiences.

Rather than being an either-or, most shoppers are blending the two. They research online, buy offline. Or they discover in-store, then order online for later delivery. The modern consumer journey is fluid, omnichannel, and highly influenced by context.

As Christmas approaches, this presents both opportunities and challenges for brands. The winners will be those that create seamless bridges between digital and physical touchpoints—helping shoppers move effortlessly from inspiration to purchase, wherever they choose to complete it.

Why In-Store Still Matters

When consumers opt to browse or buy in-store, several factors are at play:

Convenience and immediacy – getting the product the same day, without waiting for shipping.
Tactile experience – the ability to try on clothes, test tech, or physically see and feel items.
Experience and enjoyment – shopping as leisure, particularly in festive environments.
Certainty – avoiding the risks of incorrect sizing, late deliveries, or damaged goods.

The data supports this. Around 40% of people prefer to shop in-store for categories like groceries, health, beauty, home and toiletries. Meanwhile, searches for “now near me” have grown globally by more than 100% year-on-year, showing the increasing role of immediacy and local availability in consumer decision-making.

For brands, the message is clear: even in a digital-first age, physical presence remains a powerful driver of sales and loyalty.

How Brands Can Attract Christmas Shoppers

So, how should brands prepare for this hybrid, omni-channel shopper as the festive season approaches?

1. Optimise for Mobile

Despite widespread laptop and desktop access, mobile continues to dominate the shopping journey. Over 25% of all online purchases now happen via mobile, with groceries seeing even higher numbers—44% of users say they shop for food using their phones.

In parallel, searches for “online shopping app download” have increased by over 300% year-on-year, underlining consumer demand for mobile-first experiences.

Practical steps for brands:

Ensure websites are fully mobile-optimised, with fast loading times and seamless navigation.
Consider launching or upgrading brand apps to streamline browsing and purchasing.
Use mobile-friendly ad formats—vertical video, swipeable carousels, and interactive shoppable posts.

Mobile is no longer a “secondary” channel. For many, it is the primary gateway to discovery and decision-making.

2. Manage E-Commerce Fulfilment and Expectations

When it comes to delivery, speed is not always the top priority—but reliability is.

For impulse or treat purchases (e.g., trainers, beauty products), consumers often prefer in-store shopping because it guarantees immediacy.
For larger, more essential purchases (furniture, appliances), around 25% of online shoppers report receiving items later than expected. These delays create frustration and can damage loyalty.

What this means for brands:

Set realistic expectations around delivery timelines—especially during peak holiday periods.
Offer options such as click-and-collect or reserve-online-pick-up-in-store to combine convenience with immediacy.
Use delivery transparency as part of your marketing—highlight accurate timelines and communicate clearly to avoid disappointment.

By aligning logistics with marketing promises, brands can ensure customers feel in control and cared for.

3. Blend Online and In-Store Experiences

The most effective holiday strategies will be those that integrate digital discovery with physical fulfilment. Examples include:

Shoppable Media Campaigns – Run social ads that highlight “Available today at [nearest store]” to drive footfall.
Local Search Optimisation – Ensure “near me” searches surface your brand prominently, with up-to-date inventory and hours.
In-Store Digital Enhancements – Use QR codes, AR try-ons, or digital kiosks to connect physical browsing with online catalogues.

Consumers increasingly expect these journeys to be seamless. If they find a product on Instagram, they want to know instantly whether they can pick it up in-store, or how soon it can be delivered.

4. Focus on Inspiration, Not Just Transactions

During the festive season, people are not only shopping—they are searching for ideas. Christmas gift guides, festive recipe inspiration, home décor tutorials, and fashion “lookbooks” all play a role in shaping purchase intent.

Brands that position themselves as sources of inspiration will capture more attention at the start of the journey, building preference before the consumer even reaches the purchase stage.

Pinterest, TikTok, and YouTube are particularly powerful for this type of content. For example:

A beauty brand could publish “Christmas party looks” tutorials.
A home retailer might share festive décor hacks.
A drinks company could release cocktail recipe reels.

By becoming part of the seasonal planning phase, brands move from being one of many options to being the chosen option.

5. Personalise the Journey

Shoppers now expect personalisation across digital and physical touchpoints. Data-driven targeting can help ensure that campaigns feel relevant rather than generic.

Use retargeting to remind customers of products they browsed.
Leverage CRM data to send personalised offers and promotions.
Tailor creative to reflect shopper intent—for example, “Still looking for Christmas gifts for her?”

Personalisation not only drives conversions but also deepens the sense of connection between consumer and brand.

Looking Ahead: A Christmas of Hybrid Journeys

Christmas is shaping up to be another record-breaking e-commerce season, but physical retail is far from dead. Instead, the shopping journey is becoming more hybrid, with online touchpoints influencing in-store purchases and vice versa.

For advertisers, this means building strategies that:

Optimise mobile for discovery and conversion.
Manage fulfilment expectations with clear communication.
Blend digital with physical through omnichannel integration.
Inspire shoppers with creative, seasonal content.
Personalise journeys to match consumer intent.

Brands that get this balance right will not only attract Christmas shoppers but build loyalty into the new year.

Final Word

With 70% of consumers now using online touchpoints in their shopping journey, digital influence is no longer optional—it is the foundation of the modern customer experience. But in-store still plays a vital role, especially for immediacy, experience, and certain categories.

This holiday season, the smartest brands will stop treating online and offline as separate channels and start seeing them as interconnected steps in one journey. Those who adapt will win not just this Christmas, but for many festive seasons to come.