Hybrid shopping is set to dominate festive spending this year. A new analysis from CACI shows that 87% of UK consumers plan to split their Christmas purchases between online and in-store channels. Pureplay shopping remains a minority behaviour, with only 7% expecting to shop exclusively in-store and 6% solely online.
The data also highlights notable demographic differences. Among Gen Z, nearly one in five men plan to shop entirely online, compared with just 1% of women in the same age group. Meanwhile, Baby Boomers remain more wedded to physical retail, with 13% of men and 7% of women intending to buy all their gifts in-store.
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.
Multichannel Strategies Drive Sales
Performance from last December reinforces the strength of multichannel strategies. Brands that blended digital convenience with compelling physical experiences saw some of the biggest uplifts.
- PureSeoul, which opened its 3,000 sq ft experiential flagship on Carnaby Street, recorded a 118% year-on-year sales jump in December 2024.
- UNIQLO delivered a 22% YOY uplift, supported by its fully integrated omnichannel platform.
- POPMART, leveraging a mix of stores, vending concepts and online channels, achieved the biggest surge, with December sales up 337%.
By contrast, brands lacking strong omnichannel propositions struggled. Gifting and stationery retailers saw YOY declines in December 2024, including WH Smith (–2.6%), Haribo (–13%), Smiggle (–6%) and MenKind (–3.2%). Even Shein, despite an 87% YOY rise, recorded a significant month-on-month drop from November to December.
According to Alex McCulloch, Director at CACI, the winners this Christmas will be those that “recognise the need for a true multichannel approach”, using stores to build loyalty and deepen engagement long before conversion:
“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. And as consumers spread their spending earlier and across more channels, that depth of engagement becomes a real competitive advantage.”
The findings follow CACI’s recent insight that Christmas light switch-ons can boost retail spending by up to 29%, underlining the power of experience-driven footfall as hybrid shopping becomes the norm.
