First there were high streets, and then there were online deliveries. But this Christmas, retailing shall be about seamlessly merging these two and making it look effortless. According to new data from CACI, an analytics specialist worldwide, hybrid retailing, which involves seamlessly switching online and offline retailing, is no longer an emerging trend. It’s the new “defining behavior’ associated with Christmas.
As per CACI’s latest research, an astonishing 87% of UK shoppers will shop both online and offline for their Christmas presents. Only a tiny proportion intend to do all their purchases either online or offline, with 7% planning on making all purchases offline and 6% planning on making all purchases online.
And it’s a reflection of a thing that fashion experts have understood for some years: today’s customers don’t operate within boxes. They want an intuitive and flexible experience that will change depending on what they are doing at a given moment, from making a phone purchase on the train on the way home from work to picking up a gift on the weekend or visiting an iconic store and physically seeing it and touching it before making a purchase.
The Role of Generations with Hybrid Habits
The CACI report also highlights some of the influence of age and gender on shopping decisions. In relation to Generation Z consumers, for instance, 19% of young males expect to carry out all their purchases online compared with 1% of young females. Conversely, the Baby Boomer generation prefers conventional stores, with 13% of older males and 7% of older females expecting to do all of their Christmas shopping this way.
However, this presence still holds significant importance, especially in mature markets; it is clear that relying solely on either a digital or a physical presence is no longer sufficient. Instead, it results from combining the strengths of both digital and physical retail.
What Works: Seeing Real Retail Success
It is also evident from these statistics that brands that have adopted an omnichannel approach and have achieved proper integration are usually getting better outcomes. A perfect instance at this juncture would be PureSeoul, which is a cosmetics retail store based out of Korea and is recognized for its online presence as well as an appropriately designed offline experience. PureSeoul managed more than double its sales in December 2024 compared with 2023.
As industry experts explain, it’s not merely about selling more; it’s about relationships. As Alex McCulloch, Director at CACI, aptly highlights, loyalty created with an excellent multi-channel strategy drives loyalty that crosses online and offline touchpoints. The store itself can be viewed as a community hub and an experience destination that maintains a relationship with the brand before it even acquires it.
This mirrors a trend that several people within the fashion industry have noticed for a considerable period of time, and that is that the nature of high street retail is ever-changing. Pop-ups and seasonal experiences are increasingly an integral part of that mix.
Challenges for Single-Channel Retailers
Broken links Conversely, retail businesses that focus on all channels, or online and store sales alone, will risk being a few steps behind the competition. During recent festive periods, retail businesses with weaker multi-channel capabilities have struggled compared with retail businesses with more flexible multi-channel offerings. It’s not a blight on an otherwise healthy retail pattern. As more and more hybrid behaviors emerge, it will be the brands that focus on creating every customer journey with flexibility and choice as an integral focus, no matter if it’s viewing an online wishlist before making purchases in store, people-friendly layouts that encourage impulse buying, or making use of online capabilities to improve retail experiences.
A New Retail Reality
Retail By Christmas 2025, it will not be a war between convenience and experience. It will be a celebration of an integrated world retailing experience with no clear distinctions between the high street and screens. For fashion brands, this would mean an opportunity to provide people with experiences rather than just physical gifts.
