Consumers are less willing to venture far from home to shop during the holidays, an analysis by British marketplace OnBuy.com of Foursquare’s 2018 Holiday Retail Report finds.
OnBuy found consumers will travel farthest to reach sporting goods shops (11 miles) during the holidays, a -5.5% decrease from the 11.6 miles they would typically travel.
This is followed by shopping centers, where consumers travel 9.9 miles at Christmastime, compared to 11.6 miles rest of year. This represents a difference of -14.9%.
Shoppers are also less inclined to travel to find leather goods stores (8.3 miles) during the holidays. Typically for this service consumers would travel 9 miles, a difference of -8.6%.
Consumers are willing to travel the shortest distance for grocery stores (7.3 miles). This distance rises to 9.4 miles rest of year, presenting a difference of -21.9%; the largest change recorded.
Part of this desire to travel a shorter distance may be due to the increase in shopping frequency during the holiday season: Per the 2018 Holiday Retail Report by Foursquare, the overall number of visits in brick-and-mortar retailers rose 14% over the holidays.*
Increased shopping will be especially notable Dec. 22 for Super Saturday. Thought to be one of the busiest shopping days of the year, the third Saturday in December—which is the last Saturday before Christmas— will see an estimated 49% rise in foot traffic, according to the report.
*The holidays are defined as Black Friday to Christmas Day. Distance traveled predictions measured from home location to a retailer and measured against other baseline periods.