“Digital champs” — shoppers that go online for 85% of their purchases — change their behavior around the holidays, splitting their shopping trips 50-50 between brick-and-mortar stores and ecommerce sites. However, these shoppers may only be buying a few things in physical stores: average basket sizes online consist of 40 items, compared to just 13 offline.
That willingness to get off the couch is in line with consumers’ changing perceptions about the safety of in-person shopping: as of July 2022, 30% of shoppers expressed no concern about COVID — but 71% expressed concern about inflation.
Discover more about hybrid shopper behavior and 2022 holiday shopping projections in this infographic from 84.51°.
