Index examines consumers' feelings toward in-store, online shopping

NEW YORK — An annual holiday shopping index found that an overwhelming majority of Americans said that while online shopping for holiday gifts is easier, brick-and-mortar stores do a better job of putting them in the holiday spirit.

Among 1,072 Americans surveyed between Nov. 29 and Dec. 1, StrategyOne said that it found that while 74% of Americans preferred online shopping over shopping in stores — and 54% found that shopping online is the best way to ensure their spending doesn’t exceed their holiday gift budget — 87% of respondents noted that brick-and-mortar stores are more successful in putting shoppers in a jolly mood.

StrategyOne's annual holiday shopping index also found that Americans were divided over where to find the best deals: 52% said they found the best deals online, while 48% said they could find the best deals in retail stores.

“Online retailing has quickly and increasingly become a crucial segment of the holiday shopping season, which can be seen in the growing popularity of ‘Cyber Monday' as well as the significant Thanksgiving Day online spending,” said Bradley Honan, SVP at StrategyOne. “But clearly, there are still aspects of the retail experience, like the holiday spirit, that can’t be matched online.”