Heating Up the Holidays: Taking Advantage of Retail Foot Traffic

Shopping season is upon us and brands are putting their best foot forward to capture eyes of consumers looking to spend. With the rise of online purchasing, it can be difficult to see the value in promoting in-store shopping. But, we’re here to tell you to think differently. Foot traffic grew double digits YOY across key retail categories ahead of Christmas 2023, a trend expected to continue this year. We think retailers and brands have a huge opportunity to capture and influence last-minute shoppers. Take a look at some of the stats below to see which retailers saw increases in foot traffic:

2023 Holiday Foot Traffic Increases YoY

+25.1%

Clothing Store

+19.1%

Big Box

+22.8%

Dept Store

+20.8%

Shopping Center

+12.8%

Electronics Store

+28%

Hobbies & Crafts

+19.3%

Sporting Goods

What about Gen Z? They are shopping in-store too!

51%

of Gen Z report first seeing or hearing about new brands while shopping in a physical store (vs. 47% of non-Gen Z)

1 in 3

Gen Z shoppers will visit a store carrying the product to learn more after discovering on social media

GSTV engages on-the-go holiday shoppers at the perfect moment—when they're primed to spend. Our national video platform reaches 115 million monthly viewers, capturing their attention just before they start their shopping journey. In fact, GSTV viewers spend 4-5x more in the 3 hours post-fuel up, making GSTV an ideal partner to connect with consumers when they're ready to buy. You can read more about holiday retail sales trends and how GSTV can help you reach holiday shoppers here.

Sources Placer.ai, category-level foot traffic for week ending 12/24/23 vs. PY; eMarketer, “Gen Z Path to Purchase 2024,” 9/6/24; Experian, “2024 Holiday Shopping Report,” 8/6/24