As the 2024 holiday shopping season begins, shoppers are expressing heightened concerns over safety, budget constraints, and tech frustrations. A recent survey from Theatro reveals that while 26% of consumers plan to shop more in-person for holiday gifts this year, 78% are worried about their safety while doing so. Additionally, 34% of shoppers intend to wait for last-minute deals to maximize their budget.
Theatro partnered with Pollfish to conduct the 2024 Holiday Shopping Report, surveying 500 U.S. consumers aged 18 and older. Key findings from the report include:
- Return to In-Person Shopping: 26% of shoppers plan to visit physical stores more frequently this holiday season.
- Safety Concerns: 78% of respondents fear for their safety while shopping, with 60% calling for retailers to invest in technology to enhance store safety.
- Budget Pressures: 63% of shoppers will prioritize retailers offering rewards programs, while 43% plan to adjust their shopping timing based on incentives.
- Last-Minute Shopping: 34% of shoppers are holding out for last-minute deals to stretch their holiday budgets.
- Staffing Challenges: 27% of shoppers are likely to abandon their cart if they face long lines due to staff shortages.
- Tech Annoyances: 24% of consumers find it frustrating when employees are distracted by devices, while 48% believe AI in stores should focus on streamlining the shopping experience.
“The holidays are a time for joy, but shoppers are sending a clear message—safety and service are non-negotiable while shopping for gifts in 2024,” said Chris Todd, CEO of Theatro. “Retailers have the chance to stand out this holiday season by providing exceptional experiences that ensure every visit feels like a gift itself.”
Todd added, “Retailers can build trust and loyalty by responding to the evolving expectations of shoppers with incentives, policies, and technology that prioritize both safety and the customer experience. It’s about more than just products—it’s about creating a memorable holiday shopping experience that keeps customers returning year after year.”
For more insights, visit the full 2024 Theatro Holiday Shopping Report on Theatro’s website
About Theatro
Theatro, pioneers of the first voice-enabled Mobile Communication Platform, is driving digital transformation for the hourly workforce with a suite of collaboration apps and digital workflows. Their “Heads Up & Hands-Free” As-a-Service solution helps enterprises optimize productivity, efficiency, and customer experience. For more information, visit Theatro’s website.
