Brick-and-mortar continues to play a role in holiday shopping, survey confirms

Consumers expect to complete half of their shopping for the 2019 holiday season in a physical store, whether standalone or in a mall. A new study conducted by Accenture surveyed 1,500 U.S. consumers, determining that stores play an important role for gift shopping, particularly when searching for ideas. Even more surprisingly, the survey confirmed that consumers are more likely to purchase an item they discover in a store rather than searching online for a better prices.