As the 2024 holiday season nears its finale, our in-store foot traffic analysis reveals a nuanced consumer landscape. While early December started off with double-digit year-over-year declines in store visits, the gap narrowed as the holidays approached, suggesting that shoppers are gravitating towards more intentional, last-minute gifting choices. Across categories and brands, we see patterns that highlight consumers’ desire for simpler, more meaningful experiences, as well as the resilience of certain retailers.
Based on this data, retailers can expect a later rush for last-minute gifts as consumers have shown less of an eagerness to shop in stores on traditional holiday shopping sale days.
Overall Seasonal Trends
Total retail store visits during the 2024 holiday shopping season are down -5.40% compared to 2023.
In early December, foot traffic lagged well behind 2023 levels—down over 20% on the first few days. These declines lessened as time wore on, settling in the single-digit range by mid-December. This progression hints that consumers are biding their time, potentially waiting for deals, better product availability, or simply engaging in more thoughtful selection as they near the holiday finish line.
On the Rise:
Book Stores (+6.25%) and Men’s Clothing (+5.00%) top the charts, suggesting a return to tangible, personal gifts (like a new book or a well-chosen shirt) as go-to options. Beer, Wine & Liquor (+4.91%) and Jewelry (+2.40%) also performed well, reflecting a preference for both festive consumables and meaningful, sentiment-driven purchases.
Facing Headwinds:
While the season brought challenges for categories like Shoe Stores (-18.79%) and Household Appliance Stores (-12.31%), it’s important to view these declines in context. Consumers may be postponing big-ticket or less time-sensitive purchases, focusing instead on items that can spark immediate joy or solve last-minute gift dilemmas.
Brand-Level Standouts and Challenges
Bucking the Trend:
Even in categories feeling the pressure, some brands are holding steady or showing modest gains. Adidas (+0.62%) and True Religion Apparel (+0.16%) both inched upward despite broader footwear and apparel headwinds. Their ability to capture consumer interest—through product innovation, brand loyalty, or timely promotions—demonstrates that it’s possible to thrive even in less buoyant segments.
Facing Seasonal Strains:
Some well-known names encountered sharper declines, with Crate and Barrel (-25.03%) and T.J. Maxx (-15.99%) seeing notable reductions in foot traffic. While these figures may look stark, they do not necessarily spell doom. In a season where personalized gifts and consumables seem favored, home furnishings or broad-category retailers may simply be less top-of-mind for last-minute buyers. This presents an opportunity: by refining their product mix, focusing on unique, ready-to-gift items, or enhancing in-store experiences, these retailers can adapt to evolving consumer expectations.
Context & Broader Narratives
The real story here isn’t a simple “winners and losers” scenario. Rather, it’s about shifting consumer priorities during a time of economic uncertainty and busy holiday schedules. Shoppers appear to be emphasizing personal value, convenience, and emotional resonance. Categories and brands that align with these desires—offering easily giftable products, clear value propositions, or items that carry personal meaning—are reaping the benefits.
For those seeing declines, this may be less a signal of irrelevance and more a prompt to evolve. By leveraging customer data, emphasizing curated selections, or launching targeted last-minute promotions, retailers can meet shoppers where they are, both literally and figuratively.
Methodology & Data Sources
This analysis draws from advanced in-store sensor data and over 15 unique datasets, providing a near-real-time window into shopper behavior across the United States. Foot traffic trends are analyzed year-over-year, offering an objective measure of how consumer patterns shift from one holiday season to the next.
Looking Ahead
As the final critical shopping days unfold, the insights we’re seeing now can help retailers, industry analysts, and observers understand the underlying currents shaping holiday spending. While some brands and categories face short-term challenges, the long-term outlook depends on how well they adapt to the evolving retail landscape—one where meaning, convenience, and differentiation increasingly drive foot traffic and sales.
By tuning into these preferences, retailers stand ready to strengthen their positions not just in these last few days of the holiday season, but well into the new year.
