Just 7% of UK consumers intend to shop exclusively in stores for Christmas gifts this year, according to new analysis from the data firm Caci, underlining how few shoppers now rely on a single physical channel.
The research shows that a further 6% plan to shop only online. The overwhelming majority – 87% – expect to combine online and in-store purchasing, making hybrid behaviour the default approach for most households.
Generational differences are marked. Among Generation Z, 19% of male respondents say they plan to shop entirely online, compared with 1% of females. Older consumers lean more heavily on physical retail: 13% of male and 7% of female Baby Boomers expect to buy all their gifts in stores.
Last year’s Christmas trading underlines the challenge for single-channel retailers, with the analysis pointing to stronger results among brands with established multichannel operations.
Korean skincare brand PureSeoul, which opened a 3,000 sq ft experiential store in Carnaby Street, recorded a 118% rise in December 2024 sales year on year. Uniqlo saw a 22% increase, while Popmart’s December sales were more than four times higher than the previous year, up 337%.
Retailers with a limited multichannel presence reported declines, with gifting and stationery brands – often reliant on in-store impulse purchases – saw year-on-year falls in December 2024, including WH Smith (down 2.6%), Haribo (down 13%), Smiggle (down six%) and MenKind (down 3.2%). Online-only brands were not immune to volatility: Shein posted an 87% annual rise in December sales but a 35% drop month on month.
Caci Director Alex McCulloch said: “If we look at the data from last Christmas, and what we’re hearing from consumers now, it’s clear that the brands set to win this season are the ones that recognise the need for a true multichannel approach.
“Not just because it’s practical, but because physical stores help build loyalty that carries over to online. That loyalty is being reinforced even earlier, as more retailers turn their stores into experiential spaces – some operating almost like ‘clubhouses’ that create connection and community long before a purchase is made. And as consumers spread their spending earlier and across more channels, that depth of engagement becomes a real competitive advantage. This shows that hybrid shopping isn’t just a trend, it’s become the default way people shop, and brands need to design with that in mind.”
