Holiday Results: Shoppers Spent 2X As Much In Stores Than With Amazon

Walmart Brick and Mortar Sales Beat Amazon

Surprise, surprise! The retail move from straight brick-and-mortar to an omnichannel BOPIS (buy online, pickup in store) strategy paid off in a big way for the major retailers.

According to the International Council of Shopping Centers (ICSC), holiday shoppers, most adult Americans went to a physical store (93%) and plenty (70%) headed to the mall this holiday season. The most common reasons for the consumers’ decision to visit a physical store were:

  • Desire to physical see and touch the items
  • Get the items immediately
  • Find better prices and in-store promotions
  • Avoid shipping costs

The biggest winners were Target and Walmart, where 71% went to get gifts, while 40% went to traditional department stores and 24% to dollar/variety stores, according to ICSC.

Click-and-collect services, such as Walmart’s Pickup Today program, were key to the success of the holiday sales, as 86% of the shoppers bought something additional to the items that they ordered online while picking up the online orders.

Though “click-and-collect” has been around for a while with many retailers, the major retailers spent plenty on awareness campaigns. Adobe Analytics found that click-and-collect grew 47% this past holiday season, the biggest BOPIS year on record and the result of retailers’ making it possible (and easier) for shoppers to come in for their online orders.

How did your company do this holiday season? Did you see a bump in holiday sales due to omnichannel strategy? Sound off in the comments!

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