The 2018 Holiday Shopping Season Is Here! 4 Trends to Watch

The 2018 holiday shopping season is upon us. Time to pull out all the stops and reap the rewards of the busiest time of the year.

But where to start? Should you concentrate on in-store purchases? Or beef up your online presence?

In order to thrive this holiday shopping season, focusing on both in-store and online forms of sales could be the key to brisk business.

A 2018 In-Store Holiday Shopping survey of 1,200 U.S. consumers in August found that 88 percent of shoppers intend to shop in physical stores this holiday season.

The survey, completed by Natural Insight, a cloud-based retail execution and workforce management platform, also discovered some surprising shopper demographics.

Younger generations are more likely to make a trip to a brick-and-mortar store this year, with 88 percent of 18-29 years olds reporting that they will shop in stores this holiday shopping season—an 8 percentage point increase from 2017, according to the survey. (Ninety-two percent of 30 to 44 years olds report they plan to shop in-store this season.)

In addition, the study found that 47 percent of holiday shopping will happen before December.

Attention to shipping speed and cost is also critical, adds Marc Gorlin, founder and CEO of Roadie, an on-the-way delivery service.

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