'Tis the Season: 74% of Consumers Say In-Person Shopping is the Best Way to Spark Holiday Spirit

Core Insights - The research conducted by Quad and The Harris Poll reveals a strong consumer preference for in-person shopping experiences during the holiday season, emphasizing the importance of tactile interactions in gift-giving [1][3][4] Consumer Preferences - 74% of consumers believe in-store shopping enhances their holiday spirit, while 75% feel it fosters connections with family and friends [3][7] - 76% of Americans report deeper connections with brands through in-person retail experiences, indicating that tangible interactions build trust and engagement [4][8] - 78% of Millennials and 71% of all respondents feel more present and less distracted by their phones when engaging in tactile brand interactions [5] Catalogs and Physical Retail - 70% of consumers view physical catalogs as a good starting point for holiday gift purchases, with 51% planning to rely more on catalogs this year to reduce online scrolling [2][16] - 66% of Americans express a desire for personalized catalogs curated specifically for them, highlighting the catalogs' role in sparking gift ideas [16][12] Changing Dynamics of Holiday Shopping - 75% of respondents perceive Black Friday and Cyber Monday as transactional rather than joyful, with 72% finding better deals outside these shopping holidays [9][10][15] - 84% of consumers prefer meaningful deals spread across the holiday season rather than concentrated on just two days [15] Generational Insights - Younger generations, particularly Gen Z and Millennials, show excitement for receiving printed catalogs, with 54% of Gen Z and 51% of Millennials indicating enthusiasm [11][12] - 64% of respondents believe catalogs help them narrow down choices faster than online shopping, further emphasizing the catalogs' effectiveness as a marketing tool [16][12]