In-Person Versus Online Shopping During the Holidays

On the afternoon of Dec. 7, the Target parking lot was flooded with shoppers. Customers squeezed past each other in crowded aisles as “All I Want for Christmas Is You,” by Mariah Carey, played overhead. Parents carried bags stuffed with toys while teens browsed racks of sweaters and jewelry. Meanwhile, at home, other shoppers skipped the chaos, scrolling through Amazon’s holiday deals on their phones. 

Holiday shopping is split between tradition and convenience. Some people still head to stores while others browse online. With both retailers and websites getting ready for the holidays, it reflects a blend of both in-store and online shopping, including for teens.

According to Capital One Shopping, shopping in person still makes more money than online shopping, with $5.927 trillion spent in retail stores compared to $1.337 trillion online in 2024. 

But surveys show that buying online is growing. The National Retail Federation surveys reported that consumers plan to spend $890.49 per person this year on gifts, decorations, and food, which is the second-highest amount in the survey's 23-year-long history. 

Social media also hypes up spending. It has algorithms that prioritize seasonal content and shopping-related features in peak times like Christmas, according to an article published on Topdraw.

For teen shoppers, it's often up to personal preference. “I typically go in person because I feel like it’s easier to tell the quality,” said Anna Woloskie, a junior in high school.

But for senior Elizabeth Gough, things are a little different. “If I am in a store and they are selling holiday things, I will take a look to see if anything qualifies for something I want to get a person. But if I'm looking for something specific for someone, I will most likely go online to tailor my searches and gift needs to what I am looking to buy.” 

One reason many shoppers still turn to stores at the last minute is the hope to find in-store what websites didn’t have.

“When looking for more specific and popular items it is a little bit harder due to the fact that a lot of people tend to shop online and things get sold out quickly,” said Filip Pliastos, a senior at Carmel High School. 

Senior Keely Mahoney described a hybrid approach: “I typically do online and then last minute in person.” 

Retailers are preparing for both crowds and online buyers. Stores like T.J. Maxx and Target report heavier foot traffic during the holiday season. 

“There's definitely more people ordering online and in the store,”  said Target employee Brie, who declined to give her last name. “Typically we're always pretty busy throughout the year but it's definitely more, especially online orders.”

T.J. Maxx employee Sammi, who declined to give her last name, said “when they come in and are in person, they end up spending a lot more time in our store and they, majority of the time, end up walking out with more than they had intended on buying.”