Consumers may be tightening their purse strings and increasingly leaning on buy now, pay later but the holiday spirit is still alive and well—at least in stores. New research from Lightspeed Commerce found that Gen Z is heading back to stores and malls largely for the holiday atmosphere. About 8 in 10 consumers ages 18 to 24 said that the “holiday experience” was important to them. That festive feel appears to be doing real work for retailers. The survey, which included responses from more than 3,000 adults across the US and Canada, found that 67% of Gen Z shoppers stay longer when music, decor, displays, or scents create a holiday vibe—nearly double the rate of shoppers over 65. For younger consumers, the draw isn’t just shopping; it’s the social rituals that come with it. Many cited taking photos, filming videos, and sharing those moments with friends as key reasons they’re drawn to stores during the holidays. Keep reading here.—JS | 
