According to new survey of 2,105 American adults aged 18 and over by The Harris Poll (THP), consumers are increasingly turning to brick-and-mortar stores and catalogs to inspire, enrich and simplify their holiday shopping experiences.
Titled “The Return of Touch Report: Holiday Shopping, Reconnected,” the new research expands on THP’s original landmark original white paper, “The Return of Touch Report: Reimagining Consumer Engagement in 2025,” which was released last May and presented by Quad. (You can find both the new report and the original report here; both are free downloads.)
In its May report, THP concluded that among today’s consumers, “the pendulum is swinging back toward three-dimensional touch,” and that the phenomenon is not just about boomer nostalgia, as younger consumers — specifically Gen Zers and millennials — show even higher demand for tangible, touchable brand experiences than older generations. The Harris Poll calls this cultural shift the “Return of Touch” (RoT).
In the newly released report, which was conducted online September 18-20 within the United States by The Harris Poll, consumers reveal how the “Return of Touch” phenomenon is shaping their holiday shopping plans.
The full report is a must-read for marketers— but for now, seven key takeaways:
1. In-store holiday shopping helps build holiday spirit
Three-quarters (76%) of consumers say that going to physical stores feels like a holiday ritual — and helps them connect with family and friends (75%).
2. In-store shopping helps build trust in the shopping experience
Consumers say they trust what they see in-store far more than online — whether it’s about the quality of items (72%), the reality of a deal (69%) or the confidence of avoiding buyer’s regret (70%).
3. In-store shopping helps build trust in retailers
65% of consumers — including 72% of Gen Z — say they trust retailers more when they do their holiday shopping in physical stores compared to online.
4. The tactile nature of shopping in-store is essential for consumers seeking the right holiday gifts
Almost three-quarters (73%) of consumers say that physically touching and holding potential gifts makes it easier to imagine how their friends and family will enjoy them.
5. Consumers see physical stores as platforms for discovery
Two-thirds (66%) of consumers say that some of their favorite gifts have come from unexpected in-store discoveries, a figure that rises to 71% among Gen Z. On top of that, 63% say they are more likely to find unique or one-of-a-kind gifts in stores than online.
6. The tangible nature of print catalogs builds brand affinity — especially among younger consumers
52% of Gen Z and 50% of millennials say that a print catalog makes them feel more connected to the retailer (compared to the 41% average for consumers across all age groups).
7. Consumers turn to print catalogs for holiday shopping inspiration — and younger consumers especially view catalog shopping as an interactive experience
70% of consumers see catalogs as a good starting point for shopping, and engagement is especially strong among Gen Z and millennials, who are more likely to mark items, share catalogs at home and scan QR codes directly from the page.
The holiday-focused “Return of Touch” update was conducted online within the United States by The Harris Poll September 18-20 among 2,105 American adults aged 18 and over. The research comprises 360 Gen Zers (ages 18-28), 629 millennials (ages 29-44), 547 Gen X (ages 45-60) and 569 boomers (ages 61 and older).
Want to learn more? Download “The Return of Touch Report: Holiday Shopping, Reconnected.”
