Online versus brick-and-mortar shopping

Holiday shopping trends away from physical department stores

For the first time, a majority of Americans (53 percent) are “very or somewhat likely” to do some of their holiday shopping online, a Gallup poll finds. Since Gallup first began asking the question in 1998—when 10 percent of respondents said they intended to shop online—the percentage of Americans shopping for gifts in department and discount stores has been steadily declining, though 74 percent of respondents still also make purchases in brick-and-mortar stores. A separate Gallup poll revealed another shopping trend: Many are using physical stores as a “showroom” to check products out, but ultimately making their purchases online.