Hybrid retail takes over christmas: CACI analysis shows 87% of shoppers split purchases online and in-store

Hybrid shopping is set to define Christmas spending this year, according to new analysis from CACI, the data specialists focused on people and place.

CACI report that 87% of UK consumers plan to shop both online and in-store for Christmas gifts this year. Only 7% intend to shop exclusively in-store, while just 6% plan to do all their shopping online, as pureplay approaches represent a minority of shopper behaviour.

Generational and gender differences reveal further nuances. Among Gen Z, 19% of male respondents say they intend to shop entirely online, compared with just 1% of females in the same age group. At the other end of the spectrum, 13% of male and 7% of female Baby Boomers expect to purchase all their gifts in-store, showing that physical retail remains more prominent among older shoppers.

Last year’s retail performance further supports the advantage of having a strong multichannel presence. Brands that enable both physical and digital buying behaviour, with seamless integration, personalisation, and strong app and online experiences, had some of the biggest gains.

PureSeoul, which opened its 3,000 sq ft flagship experiential store in Carnaby Street this year, is one such example. Known for combining digital reach with selective in-person experiences, the Korean skincare brand more than doubled its sales in December 2024 compared with the same month the year before (up 118%). UNIQLO, a multi-channel retailer that operates an omnichannel strategy integrating its website, app and physical stores, reported a 22% year-on-year (YOY) increase in December 2024 sales. POPMART, a leader in multichannel retail with its vending machines and online websites, had December 2024 sales that were more than four times greater than the previous year (up 337%).

By contrast, brands with a weaker multichannel presence struggled. Gifting and stationery retailers - whose Christmas performance often depends on in-store impulse purchasing and who lack strong digital differentiation and robust omnichannel experiences - saw YOY declines in December 2024, including WH Smith (down 2.6%), Haribo (down 13%), Smiggle (down 6%) and MenKind (down 3.2%).

We can also see this with UK brands that operate entirely online or offline. For instance, online retailer Shein, whilst doing well YOY in December 2024 with sales up 87%, saw a month-on-month drop of 35% from November to December last year.

Alex McCulloch, Director at CACI, said: “If we look at the data from last Christmas, and what we’re hearing from consumers now, it’s clear that the brands set to win this season are the ones that recognise the need for a true multichannel approach. Not just because it's practical, but because 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. And as consumers spread their spending earlier and across more channels, that depth of engagement becomes a real competitive advantage. This shows that hybrid shopping isn’t just a trend, it’s become the default way people shop, and brands need to design with that in mind.”

This follows CACI’s announcement that festive celebrations this year are proving to be a powerful driver of retail performance, with Christmas light switch-ons sparking a spend surge of up to 29%.