Locally: In-store pick up options see increase during 2024 holidays
Omnichannel shopping and local pickup options played a key role in the 2024 holiday shopping season.
According to new insights from Locally, a real-time network of over 55,000 retailers worldwide, this past holiday season saw a 7.5% year-over-year growth in Buy Online, Pick-Up In-Store (BOPIS), and Reserve Online, Pick-Up In-Store (ROPIS) transactions. Nearly 50% of online shoppers abandoned their carts when local pickup wasn’t an option, underscoring the importance of omni-channel solutions. Locally says over 90% of leading retailers are expected to adopt omnichannel strategies this year.
"The 2024 holiday season confirmed that consumers value connection, trust, and the tangible benefits of shopping locally," said Mike Massey, founder and CEO of Locally. "The data shows a clear and sustained shift toward local retail as a preferred choice. Consumers increasingly demanded the flexibility to browse and buy on their terms, and local retailers were quick to respond with omnichannel strategies that bridged the gap between digital and physical commerce.”
Locally also found that 71% of consumers preferred supporting local retailers, even if it meant paying a slight price premium, adding that people who conduct a local Google search on their smartphone visit a physical place within 24 hours, and 28% of those searches result in a purchase. Locally says that brands using its platform reported a 49% increase in retailer engagement and inventory participation during the past holiday season.
