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Innovation</span> <span class="w-1 h-1 mx-2 bg-yellow-500 rounded-full"></span> <span class="text-blue-800 text-14 md:text-16">October 28, 2024</span> </div> <h1 class="heading-1 my-[10px]"> <span>Holiday 2024: Spotlight on in-store shoppers</span> </h1> </div> </div> <svg viewBox="0 0 1794 64" xmlns="http://www.w3.org/2000/svg" class="w-[1168px] h-[42px] lg:w-[1920px] lg:h-[69px] min-w-full absolute left-0 -bottom-1 lg:-bottom-4" role="img" aria-label="wavey line pattern" focusable="false"><g stroke="#DCDFE0" stroke-width="2" fill="none" fill-rule="evenodd"><path d="M0 38c11.813 0 11.813-12 23.626-12C35.44 26 35.44 38 47.255 38c11.812 0 11.812-12 23.624-12 11.814 0 11.814 12 23.628 12 11.813 0 11.813-12 23.626-12s11.813 12 23.627 12c11.815 0 11.815-12 23.63-12 11.812 0 11.812 12 23.625 12 11.817 0 11.817-12 23.633-12 11.813 0 11.813 12 23.627 12 11.816 0 11.816-12 23.631-12s11.815 12 23.628 12c11.815 0 11.815-12 23.63-12 11.816 0 11.816 12 23.63 12 11.815 0 11.815-12 23.63-12s11.815 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23.638-12 11.817 0 11.817 12 23.636 12 11.817 0 11.817-12 23.636-12 11.819 0 11.819 12 23.638 12 11.82 0 11.82-12 23.64-12 11.821 0 11.821 12 23.641 12M896 26c11.813 0 11.813-12 23.626-12 11.814 0 11.814 12 23.629 12 11.812 0 11.812-12 23.624-12 11.814 0 11.814 12 23.628 12 11.813 0 11.813-12 23.626-12s11.813 12 23.627 12c11.815 0 11.815-12 23.63-12 11.812 0 11.812 12 23.625 12 11.817 0 11.817-12 23.633-12 11.813 0 11.813 12 23.627 12 11.816 0 11.816-12 23.631-12s11.815 12 23.628 12c11.815 0 11.815-12 23.63-12 11.816 0 11.816 12 23.63 12 11.815 0 11.815-12 23.63-12s11.815 12 23.63 12c11.817 0 11.817-12 23.633-12 11.816 0 11.816 12 23.63 12 11.816 0 11.816-12 23.632-12 11.815 0 11.815 12 23.63 12 11.816 0 11.816-12 23.632-12 11.815 0 11.815 12 23.632 12 11.818 0 11.818-12 23.634-12s11.816 12 23.633 12c11.816 0 11.816-12 23.634-12 11.816 0 11.816 12 23.633 12 11.816 0 11.816-12 23.633-12 11.815 0 11.815 12 23.63 12 11.818 0 11.818-12 23.635-12 11.815 0 11.815 12 23.63 12 11.817 0 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fill-rule="nonzero"/></g></svg> <span class="sr-only">Share via email</span> </button> <script> function socialShare() { return{ message: 'Check out this article from the Bread Financial Newsroom', url: location.href, openSocial(source){ switch (source) { case 'facebook': document.open(`https://www.facebook.com/sharer/sharer.php?u=${encodeURIComponent(this.url)}`, '', 'width=626,height=436'); break; case 'twitter': document.open(`https://twitter.com/share?url=${this.url}&text=${this.message}: `, '', 'width=626,height=300'); break; case 'linkedin': document.open(`https://www.linkedin.com/shareArticle?mini=true&url=${this.url}&title=${this.message}&source=Bread Financial`, '', 'width=626,height=300'); break; case 'email': window.open(`mailto:?subject=Shared from Bread Financial Newsroom&body=Thought you would like this link.%0A%0a${this.url}`, '_blank'); break; default: console.warn(`Sorry, not a correct source.`); } } } } </script> </div> <div class="text-gray-800 md:col-start-3 md:col-end-11 lg:col-start-4 lg:col-end-10 text-16 wizzy"> <p><span class="heading-4">Holiday shoppers are more likely to shop in stores this season than last year</span></p> <p>According to our latest holiday research among consumers at-large, shoppers are more likely to head to physical stores this year* for gifts and other holiday purchases (<span style="color:#007dba;"><strong>68%</strong></span>) compared to last year (<span style="color:#007dba;"><strong>62%</strong></span>), continuing a trend we also saw in our recent back-to-school/college shopping surveys. While physical store shopping isn’t coming at the expense of shopping digitally (<span style="color:#007dba;"><strong>87%</strong></span> plan to shop digital channels this year, up from <span style="color:#007dba;"><strong>83%</strong></span> in 2023), in-store shopping presents brands with one-on-one opportunities for personal engagement with these consumers.</p> <hr /> <p><span class="heading-5">In-store shoppers are demographically broad</span><br /> Holiday shoppers headed to stores this year reflect a wide range of shoppers. Men (<span style="color:#007dba;"><strong>69%</strong></span>) are just as likely as women (<span style="color:#007dba;"><strong>67%</strong></span>) to shop physical stores, and while Gen X and boomers are most prone to in-store shopping, the majority of Gen Z and millennial holiday shoppers plan to peruse stores as well.</p> <p><strong>Planning to holiday shop in physical stores this year</strong></p> <p><img alt="Graphic 1" data-entity-type="file" data-entity-uuid="eb343b38-f044-4d59-a63e-7632b16a940e" src="/sites/default/files/inline-images/Annotation%202024-10-25%20121957.jpg" class="align-center" width="334" height="256" loading="lazy" /> <p><span class="heading-5">Shopping a variety of retailers</span><br /> While superstores (e.g., Walmart) and online retailers (e.g., Amazon) are top destinations for those planning to shop in stores, they are more likely to shop a wider variety of other retailers, including category specialists and department stores.</p> <p><strong>Where in-store shoppers plan to shop this holiday </strong><em>Select retailer types shown</em></p> <p><img alt="Graphic 2" data-entity-type="file" data-entity-uuid="a8dc1bf5-e30b-43ad-ae6a-6ebb0e4f8bb4" src="/sites/default/files/inline-images/Annotation%202024-10-25%20122304.jpg" class="align-center" width="351" height="286" loading="lazy" /> <p><span class="heading-5">More motivated by sales and rewards</span><br /> While holiday shoppers in general will be <em>sale</em>brating the season, in-store shoppers will be even more drawn to attractive deals, promotions and other incentives like rewards and cash back.</p> <p><strong> Among those planning to shop in stores for holiday…</strong></p> <p><img alt="Graphic 3" data-entity-type="file" data-entity-uuid="1a6d102f-6a24-460b-87f1-b4dd448fcb93" src="/sites/default/files/inline-images/Annotation%202024-10-25%20122614.jpg" class="align-center" width="306" height="304" loading="lazy" /> <p><span class="heading-5"><span style="color:#007dba;">Key takeaway: Capitalizing on the in-store opportunity</span></span><br /> The stars appear to be aligning for a physical store shopping this holiday season. This presents brands with the opportunity to engage shoppers 1:1, not only about their products/services and general value proposition, but about their retail card programs and associated rewards/discounts as well – emphasizing the value in transacting with this form of tender, potentially driving acquisition.</p> <p><span class="text-12"><span style="color:#475d76;">Source</span></span><span style="color:#475d76;">:</span><em><span style="color:#475d76;"><span class="text-12"> Bread Financial Holiday Look Ahead survey, September 2024</span></span></em></p> <p><em><span style="color:#475d76;"><span class="text-12"><strong>* In-store shoppers:</strong> Those planning to shop in stores for holiday purchases (may be shopping online as well). 2023 figures sourced from Bread Financial Holiday Hindsight survey, January 2024.</span></span></em></p> </div> </div> </section> <div class="container relative grid grid-cols-1 md:grid-cols-12 md:gap-4 lg:gap-0 mt-8 mb-8"> <div class="text-gray-800 md:col-start-3 md:col-end-11 lg:col-start-4 lg:col-end-10 text-16 pt-10 border-t-2 wizzy"> <p><strong>About Bread Financial®</strong><br /> Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions, including Bread Financial general purpose credit cards and savings products, empower our customers and their passions for a better life. Additionally, we deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, jewelry and specialty apparel through our private label and co-brand credit cards and pay-over-time products providing choice and value to our shared customers. <br />  <br /> To learn more about Bread Financial, our global associates and our sustainability commitments, visit <strong><a href="https://www.breadfinancial.com">breadfinancial.com</a></strong> or follow us on <strong><a href="https://www.instagram.com/breadfinancial">Instagram</a></strong> and <strong><a href="https://www.linkedin.com/company/bread-financial">LinkedIn</a></strong>. <br />  </p> </div> </div> <div class="container sticky grid grid-cols-1 gap-8 -mt-0 bottom-7 md:grid-cols-12"> <button class="flex items-center justify-center w-16 h-16 col-start-10 text-center text-teal-500 bg-white rounded-full lg:col-start-11 lg:hover:text-white active:text-white shadow-button lg:hover:bg-blue-500 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