Citi Retail Services Study: Americans Say In-Store Holiday Shopping is Tradition

ATLANTA--(BUSINESS WIRE)--

New research commissioned by Citi Retail Services reveals that three-quarters (75%) of Americans believe shopping in a store is one of the best ways to get in the holiday spirit, while more than half (58%) say that online shopping takes some of the fun out of holiday shopping.

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The survey of 1,000 U.S adults over the age of 18 also shows that more than 9 in 10 (95%) of Americans will buy at least one gift in store this holiday season, and that over half of holiday gifts (52%), on average, will be purchased at a store instead of online. More than three-quarters (79%) said that shopping in a store over the holidays is just as much about the experience as finding the right gifts.

Interestingly, when asked about American family traditions, many (42%) respondents indicate that visiting a store as a family to shop or view holiday decorations is even more common than singing holiday songs or carols (25%).

"Despite all the online and mobile shopping options available today, when it comes to the busy holiday shopping period, Americans are still making their way to the stores for in-person customer service, deals, and to get in the holiday spirit," said Leslie McNamara, Managing Director, Business and Market Development at Citi Retail Services. "We see retailers across the country embracing this tradition and investing in exceptional in-store experiences."

The nostalgia of holiday shopping is a determining factor for many Americans, as 65% of respondents, including nearly three-quarters (74%) of parents, feel that some of their best holiday memories are from shopping trips with family or friends. When asked why they would visit stores this year, decorations (66%), holiday ambience (44%) and holiday music (34%) were among the top reasons.

"American shoppers clearly see holiday shopping as a unique and special activity, and retailers are seizing this opportunity to build long-term customer relationships by providing memorable shopping experiences for their customers," concluded McNamara.

Citi Retail Services delivers consumer and commercial credit card products, both private label and co-brand, to retailers and their clients across North America. Backed by the global power of Citi, the business serves nearly 90 million accounts for a number of iconic brands, including Best Buy, ExxonMobil, Macy's, Sears, Shell and The Home Depot. Citi Retail Services offers cutting-edge digital options, multi-channel retailing expertise and industry-leading data analytics capabilities that help retailers from a broad range of industries grow their businesses.

About the Survey

The survey was conducted by Wakefield Research among 1,000 U.S. adults ages 18+, between October 25th and October 28th, 2016.

About Citi

Citi C, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management.

Additional information may be found at www.citigroup.com | Twitter: @Citi | YouTube: www.youtube.com/citi | Blog: http://blog.citigroup.com | Facebook: www.facebook.com/citi | LinkedIn: www.linkedin.com/company/citi

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