Will in-store or online win this holiday season? It's not so simple
from By Emma Fitzpatrick
Every year, beneath all those magical twinkle lights and pine-scented evergreen wreaths, it seems like there’s a battle going on. Will brick-and-mortar stores be able to win back customers, or will online shopping beat ‘em? Online shopping is expected to grow this holiday season (as it does every year). This year, people will spend an estimated $124.1 billion online. That’s a 14.8 percent increase year-over-year, according to Adobe research. But even as online sales grow, last year, the majority of holiday sales (85 percent) were still done in brick-and-mortar stores, according to PYMNTS data.
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