A new Blis research report on U.S. consumer shopping plans reveals 57.7 percent will do most holiday shopping online with nearly 40 percent hitting brick-and-mortars at “generalist” retailers including Walmart and Target as well as local mom-and-pop shops.

The report, A 2018 Holiday Shopping Outlook: How and Where Consumers Will Buy During the Most Wonderful Time of the Year, which polled 2,000 consumers, also reveals that more than half of consumers indicated that none of their favorite and trusted holiday gift shops have closed, according to a press release.

“There’s no doubt that this holiday season will be challenging for retailers. Consumer budgets are down and brands are struggling to maintain and grow revenue, but there is ample opportunity for marketers to break through the noise and make meaningful connections with shoppers throughout their gift-buying process,” said Gil Larsen, vice president, Americas at Blis, in the release. “The more you know about who your audience is, where they’ve been, and what they’re interested in, the higher your likelihood of converting consumers this holiday season.”

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