NEW ORLEANS—While the 2024 holiday shopping season data revealed an 8.7 percent increase in sales compared with last year and a notable surge in mobile shopping, an untold story is the growing consumer preference for local retail. According to data from Locally's real-time network of more than 55,000 retailers worldwide, 71 percent of consumers preferred local retailers, and nearly 50 percent of online shoppers abandoned carts when a local pickup wasn't an option.

"The 2024 holiday season confirmed consumers value trust and the tangible benefits of shopping locally," said Mike Massey, founder and CEO of Locally, a platform that allows online shoppers to find products available at nearby stores in real-time. "The data shows a sustained shift toward local retail as the preferred choice. Consumers demanded flexibility to browse and buy on their terms in their communities. Local retailers responded quickly with omnichannel strategies bridging digital and physical commerce, and showed they could compete with e-commerce giants while maintaining their unique advantages." 

According to the data, 71 percent of consumers preferred supporting local retailers, even if it meant paying a premium price. Google reports that people who conducted a local search on their smartphone visit a physical place within 24 hours; 28 percent of those searches result in a purchase. This loyalty demonstrated that local retail strengthens community ties during a competitive season for many shoppers.

The data also showed a 7.5 percent year-over-year growth in Buy Online, Pick-Up In-Store (BOPIS) and Reserve Online, Pick-Up In-Store (ROPIS) transactions. The bike industry saw an even greater impact, with an 11 percent increase in same-store BOPIS transactions. With nearly 50 percent of online shoppers abandoning carts when local pickup wasn't an option, this trend underscored the importance of omnichannel solutions.

"The collaboration between brands and local retailers amplifies the success of local retail," continued Massey. "Brands utilizing Locally's real-time local inventory reported a 49 percent increase in retailer engagement and inventory participation. This partnership drove significant foot traffic and sales with consumers benefiting from a better shopping experience, with both seeing measurable growth."

The successful 2024 holiday season proved local retailers' ability to adapt and remain relevant in a rapidly changing market. By 2025, over 90 percent of leading retailers are expected to adopt omnichannel strategies, blending digital convenience with the personal touch of local shopping.