From digital to store: how online drives Christmas shopping in 2024

Christmas shopping 2024: in-store shopping wins over Italians

2024 is shaping up to be a special opportunity to rediscover the importance of physical stores in the shopping experience. A recent study, conducted on a representative sample of over 1,000 participants, reveals a surprising trend: a strong return to stores, with a 4% increase compared to 2023.

But what is the secret behind this return to the roots?

The ability to physically interact with products, assess their quality, and draw inspiration from store displays remains one of the main reasons driving the choices of Italian consumers. However, the true driving force behind this resurgence is something else: the digital world.

It is precisely thanks to their online presence that physical stores are experiencing a new lease of life. Continuously updated online catalogues, instant product comparisons, exclusive promotions, and detailed reviews: all of this encourages consumers to conduct thorough research before heading to the store.

In other words, the e-store becomes the starting point for a more informed and personalised shopping experience.

Online store and physical store: why having both matters

Today’s consumer is a true digital explorer. Without the support of technology and the information available online, many wouldn’t even consider visiting a physical store.

In fact, 83% of respondents say they use online channels to research product information before heading to a store. Moreover, the ease of comparing prices, promotions, and features on dedicated platforms and marketplaces makes the online store an essential tool for planning purchases.

For example, a user interested in a smartphone is likely to research and compare models, read reviews, and find competitive deals before stepping into a store. The same goes for someone looking for an appliance, such as a washing machine: they will analyse features, customer opinions, and online promotions before visiting a physical store to see the product in person and complete their purchase.

In such cases, the importance of an integrated ecosystem becomes clear, where digital and physical seamlessly combine to offer an increasingly satisfying shopping experience.

Budgets in check: the top priority for Christmas 2024 shopping

Attention to the wallet is increasingly at the centre of consumers' purchasing decisions. Despite a slight increase in expected spending for special occasions, such as Christmas (around €447 on average), there is a clear growing awareness of costs.

Thanks to the widespread use of the internet and smartphones, users have a myriad of tools available to compare prices, read reviews, and find the best deals. It’s no surprise, then, that 66% of respondents cite price as the main purchase criterion. For this reason, online shopping and consulting price comparison websites and apps have become established habits for many consumers. The ability to compare the prices of thousands of products in just a few clicks and find exclusive promotions is an undeniable advantage that is driving more people to shop online or, at the very least, to research products on the web before heading to a physical store.

The purchase block: how AI saves from indecision about the perfect gift

The wide range of products available online and in physical stores, combined with the pressure to find the perfect gift, is creating an interesting phenomenon: the so-called "purchase block". As many as 48% of Italians feel overwhelmed by the sheer number of options, indecisive, and stressed about finding the ideal Christmas gift.

In this context, artificial intelligence emerges as an innovative and personalised solution. It’s no coincidence that more and more young people, particularly those from Generation Z and Millennials, rely on generative AI to discover the perfect product, and 60% of Italians believe that AI recommendations are a valuable help in choosing the right gift. Whether the purchase is made online or in a physical store after a digital consultation, this presents a great opportunity for brands.

Additionally, chatbots and virtual assistants can offer real-time suggestions, answering questions and helping find desired information, making the online shopping experience smoother and more immediate.

In an increasingly digitalised market, companies must evolve to keep up with consumer expectations. Investing in effective e-commerce and marketplace solutions is no longer an option, but a strategic necessity. This is where a unique synergy between online stores and physical shops emerges, a dynamic balance that caters to the diverse preferences of customers: from those more nostalgic who prefer a direct and tangible experience, to the more innovative ones who favour the speed and convenience of digital.

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