All shoppers want for Christmas is a hybrid retail experience

Why shoppers crave hybrid retail at Christmas

Holiday shopping is one of the most competitive periods in retail.

Forecasts show that overall holiday sales continue to grow steadily, with ecommerce consistently expanding faster than in-store sales.

At the same time, many consumers say they are cutting back on spending due to economic pressures.

This mix of rising digital demand and cautious consumer habits means shoppers will be looking for value and convenience, but without sacrificing experience.

Our own consumer retail whitepaper confirms that customers want a seamless journey across online and in-store.

They expect the same positive benefits wherever they shop, whether that’s easy returns, flexible payment, or delivery to multiple addresses.

“Shoppers want to benefit from the same advantages they can enjoy online and offline. This may be through buy-now-pay-later options, the ability to send items directly to a chosen address or even singular delivery charges if they are shopping across different brands owned by the same company.”

Matt Sherwen, CEO, Sherwen Studios

Social proof and shared shopping experiences

Gift shopping is social by nature, which is why wish-lists and shared experiences are emerging as powerful sales drivers.

Our research revealed that:

More than a third of shoppers would be more likely to buy online if retailers offered a shareable wish-list.

Younger shoppers are significantly more likely to use wish-lists.

Many shoppers would also buy more in-store if QR codes on product labels allowed them to track favourites.

Shoppers are signalling that peer influence still matters, even in ecommerce.

Recommendations from friends, family and staff play a role in purchase decisions.

Retailers that make it easy for customers to share preferences will win more festive conversions.

QR codes as the bridge between online and offline experiences

QR codes are no longer just a way to scan a product.

They can also unlock an entire hybrid journey.

Customers want to:

Check stock availability, colours or sizes.

Save products to online accounts for later purchase.

Access styling suggestions or product tutorials.

Buy in-store and send directly to another address.

Used strategically, QR codes can reduce festive stress by making shopping faster, more flexible, and more interactive.

But this only works if retailers maintain mobile-first websites that support quick sign-ins, smooth checkouts and personalised recommendations.

Hybrid fulfilment strategies for holiday shopping

Winning a sale is only the first step. The real test comes after checkout.

One of the most consistent themes in our survey was demand for hybrid fulfilment options:

Many shoppers want the ability to buy in-store and deliver later.

Over half said they would be more likely to purchase if they could buy in-store and ship to a different address.

This mirrors the multiple address features offered by ecommerce giants such as Amazon and MoonPig, but applied to physical retail.

Imagine buying a gift in-store, then scheduling delivery directly to the recipient’s home without queues or carrying.

For retailers, this creates opportunities for upsells and cross-sells during the in-store experience, while still offering the delivery flexibility of ecommerce.

Retail returns are worth hundreds of billions every year, making post purchase strategy critical for retailers.

Forbes / NRF

Elevating the post purchase experience

The post purchase experience is becoming a defining factor in loyalty and lifetime value.

Ecommerce return rates are consistently high, creating both a challenge and an opportunity.

Shoppers now expect:

Hassle-free returns across channels.

Personalised follow-up after purchase such as thank-you notes, usage tips, or product care advice.

Loyalty programmes that feel rewarding. Well-designed schemes deliver a strong return on investment, with many companies seeing benefits in under six months.

Retailers looking to modernise these systems may need a flexible backend.

This is where it pays to consider an agile approach to ecommerce replatforming.

How AI shopping tools are reshaping festive retail

Artificial intelligence is no longer confined to ecommerce websites.

It is transforming in-store and hybrid retail too.

The AI in ecommerce market is growing rapidly, driven by innovations such as:

AI-powered kiosks and assistants guiding customers in-store.

Generative AI chat tools offering personalised gift ideas.

Mobile-first AI experiences that combine browsing history, wish-lists and location to recommend the right gift in the right store.

For retailers, AI can automate product recommendations, improve inventory accuracy and save both time and money.

Explore more in our blog on AI solutions can save retailers time and money.

Nearly four in ten shoppers now use AI chat, and over half expect AI-powered gift suggestions.

Salesforce

How retailers can prepare for Christmas

Some holiday seasons give retailers just 26 core shopping days between Black Friday and Christmas.

With limited time to capture sales, experience matters more than ever.

Here are three focus areas to prioritise now:

Optimise for mobile-first omnichannel experiences → Your website must perform under peak festive traffic.

Invest in accessible design → WCAG 2.2 compliance ensures inclusivity, particularly during high-volume holiday campaigns.

Expand hybrid options → From QR code scanning to flexible fulfilment, customers expect consistent journeys across channels.

Retailers that align with consumer expectations, not assumptions, will be positioned to thrive despite economic headwinds.

Some holiday seasons give retailers just 26 core shopping days between Black Friday and Christmas.

Retail Dive

Key takeaways for hybrid retail success at Christmas

Hybrid retail is no longer a buzzword. It is the reality of Christmas shopping.

From QR codes to post-purchase loyalty, the winners will be the retailers who remove friction, listen to their customers, and blend digital with physical in meaningful ways.

At Sherwen Studios, our deep understanding of shopper demographics means we can help you align your priorities with what customers want.

To explore our insights further, download our Brick & Mortar vs Online Retail white paper or get in touch for a tailored consultation.

FAQs about hybrid retail at Christmas

We are often asked about what hybrid retail really means during the festive season.

To help, we’ve answered some of the most common questions from retailers and shoppers.

What is hybrid retail and why is it important at Christmas?

Hybrid retail combines the strengths of online and offline shopping. At Christmas, it ensures customers get both the convenience of ecommerce and the experience of in-store browsing.

How can QR codes improve in-store shopping during the holidays?

QR codes help customers track items, check stock, access styling tips, or buy in-store and ship directly, making the festive shop faster and easier.

Do customers still want to shop in-store for Christmas?

Yes. While ecommerce is growing faster, shoppers are returning to physical stores. They now expect those stores to include digital conveniences such as QR codes and mobile-first checkouts.

What makes a strong post purchase experience in retail?

Easy returns, loyalty rewards, and personalised follow-up communications all build trust and repeat business, especially during peak season.

How are AI shopping tools used in seasonal retail?

AI now powers in-store kiosks, online gift guides, and personalised mobile recommendations, helping retailers guide shoppers and reduce friction.