Christmas 2025: The rise of hybrid shoppers

Christmas shopping is no longer a tug-of-war between online and in-store. Instead, consumers are embracing a 'best of both worlds' mentality, with hybrid retail now firmly the norm. According to new analysis from CACI, a huge 87% of UK shoppers plan to split their festive purchasing across digital and physical channels this year.

The data confirms what many in the industry have felt brewing: pureplay retail is slipping into the minority. Just 7% of consumers say they’ll shop exclusively in-store for gifts, while only 6% intend to buy everything online. The remaining majority are hopping seamlessly between channels - researching on mobile, purchasing in-store, clicking-and-collecting, and returning wherever is most convenient.

CACI’s findings show that while multichannel habits are widespread, age and gender influence how shoppers lean.

Gen Z offers the starkest contrast. Among young male shoppers, a notable 19% plan to shop entirely online. In comparison, only 1% of Gen Z women say the same.

At the other end of the spectrum, Baby Boomers retain the strongest attachment to brick-and-mortar. 13% of Boomer men and 7% of women expect to buy all their gifts in-store this year, proving that physical destinations remain a powerful touchpoint for older generations.

Last year’s festive trading underscores the commercial impact of getting hybrid retail right. Brands that have invested in seamless physical-digital ecosystems saw some of the biggest Christmas uplifts.

K-beauty retailer PureSeoul, which opened its 3,000 sq ft experiential hub on Carnaby Street earlier this year, doubled down on immersive retail and was rewarded. The brand recorded an impressive 118% year-on-year lift in December 2024 sales.

Meanwhile, UNIQLO, whose omnichannel strategy integrates its app, online platform and stores, saw December sales rise 22% year on year.

The message is clear: the more routes to purchase, the bigger the payoff.

Alex McCulloch, Director at CACI, said: "The brands set to win this season are the ones that recognise the need for a true multichannel approach.

"Physical stores help build loyalty that carries over to online. That loyalty is being reinforced even earlier, as more retailers turn their stores into experiential spaces-some operating almost like ‘clubhouses’ that create connection and community long before a purchase is made."

He adds that as shoppers spread spend earlier and across more channels, deep engagement becomes a powerful competitive advantage.

The analysis follows CACI’s recent report revealing that festive events, such as Christmas light switch-ons, can boost spend by up to 29%. With consumers hungry for experience, connection and convenience, this year’s golden quarter will favour retailers who meet customers wherever they are, both online and off.