If you’re feeling anxious about this upcoming shopping season, you aren’t alone, as a new poll has found that a majority of shoppers are worried about this holiday spending season.
The poll comes from the retail mobile communications platform Theatro, which highlighted that 78% of shoppers are afraid for their safety and security while shopping in person this holiday season.
A majority of shoppers (60%) agreed that proactive measures to keep stores safe during the 2024 holidays should be implemented by retailers.
The survey comes as shoplifting remains rampant throughout the country. According to a July report from the Council on Criminal Justice, shoplifting rose 24% in the first half of the year, with every other crime decreasing.
Other than concerns about safety, the new survey also found that 47% of shoppers are frustrated with stores that are understaffed, saying not having enough employees impacts how willing they are to shop there. In fact, 22% said they avoid stores that are understaffed at all costs.
Another 72% of shoppers said the most frustrating aspect of shopping for the holidays is long lines and crowds, which they are anticipating. Long lines are such a nuisance for some that 27% said they would likely leave their shopping cart and walk out of the store if things were taking too long.
With online deals becoming just as prominent throughout the holiday season, the poll also sought to uncover why shoppers make their purchases in person when they can order them from bed.
According to the poll, 64% said that they shop in person because they want to touch the product, 32% said they enjoy the festive atmosphere of stores, and 34% appreciate being able to return items easily if they don’t work out.
For those who buy online, 59% said they like being able to compare prices more easily, 51% said they like the greater selection of items, and 31% said it’s easier to learn about products online than asking an employee.
“The holidays are a time for joy, but shoppers are delivering a clear message: safety and service are non-negotiable while shopping for gifts in 2024,” Theatro CEO Chris Todd said in the survey. “In a year defined by many stresses and pressures, retailers have a chance to stand out by providing memorable experiences that make every visit feel like a gift itself.”
The National Retail Federation estimates that consumer spending will rise this holiday season compared to last, with shoppers spending $902 per person. A report from the consultant company Deloitte estimates that consumers will spend an average of $1,778, up 8% from 2023.