While holiday gift-givers do more of their shopping online every year, many shoppers will make purchases in physical stores this holiday season. The segment could make or break retailers facing economic challenges from tariffs and supply chains.

To get the most out of this substantial cohort of holiday shoppers, retailers are looking to experiential marketing strategies and other ways of improving physical stores.

In-store traffic

Though 39% of Black Friday shoppers say they’ll do most or all of their shopping online, almost a third (32%) plan to do the majority of their shopping in-store, according to an October report from CivicScience.

Additionally, in-store is a top way gift-givers consider what to buy, regardless of whether they ultimately check out online or at the store. When holiday shoppers were asked to list their top three influences for gift purchases, in-store browsing (52%) ranked just below browsing stores online (56%), in a May Klaviyo survey.

This makes the physical store an important place to influence shoppers. It’s one of the reasons why marketers are taking new approaches to boost the experience when customers visit.

Experiences on the rise

If Halloween is any sign of things to come, expect more experiences in stores this holiday season. Craig Laurie, chief creative officer at experiential agency RWS Global, said at Advertising Week New York (AWNY) that they have seen more orders for scary-themed “haunts” than in previous years.

“Immersive experiences and experiences that drive some sort of natural connection with each other, and the brand, are completely on the rise,” said Laurie.

Marketing investments back that statement up. Events and experiential marketing is a top concern for worldwide B2B marketers in 2026, with one-third looking to invest in that area, according to an August 2025 survey from the Content Marketing Institute.

“In any experience that we do, it is always about some sort of engagement,” said Laurie. “That’s where you’re going to find the biggest success.”

Laurie cited “connection” as a “key pillar” for in-store experiences. Getting people together in the space doing a fun activity together is the goal. One example of this was New York experiential retail store CAMP, who recently collaborated with popular children’s show "Bluey." RWS Global helped design the experience, which was intentionally non-digital.

“For screens, and technology in general, you have to have a really strong reason why you’re incorporating them,” said Laurie. “Otherwise it seems like a tech gimmick moment.”

To encourage a personal connection, retailers have, in some cases, pulled back on the use of video screens and tablets, according to Joe Lazlo, global head of insights at Shoptalk.

Lazlo cited Glossier’s store location in Soho as an example of an intentionally non-digital experience. “They’ve got QR codes on some of their mirrors, but not a lot of screens,” he said at AWNY.

Shareable experiences

If there aren’t many video screens incorporated in the store experience, this doesn’t mean marketers aren’t considering digital amplification when customers share and post about it.

“When it comes to creating an experience, I sit with the team and say, ‘Remember, look at this through a cell phone lens,’” said Laurie. “Of course, you’re always creating with a social media lens. You want people to share. It’s one of the things that helps create ‘FOMO.’”

This holiday season, stores will attempt to draw traffic with shoppers considering gift purchases. Creating memorable, shareable experiences can help sway shoppers, and spread awareness and purchases online during Black Friday and beyond.

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