For many people, the holiday season can be stressful; there are parties to attend, food to prepare, and a lot of gifts to buy. Traditionally, shoppers would go to a mall or stores to complete their lists, but the past few years have shown an increasing trend in online holiday shopping. 

 

The Prudential Center in Boston offers multiple events in December to bring shoppers to the mall, like photos with Santa and hot chocolate with carolers. These holiday specials are partially to encourage people to shop in person instead of online stores or Amazon.

 

Businesses at the Prudential have their own ways of bringing shoppers to their physical locations versus their websites. Michelle Ratican, manager of the clothing store Johnny Was, said they offer discounts in-store not available when shopping online. 

 

“Since COVID-19, we’ve been experiencing more online orders,” Ratican said. “That’s fine, but customers tend to buy more when they come into the store instead of just one or two items online.”

 

Ratican noted that most of their online customers are young adults, but the Prudential’s holiday events attract these customers to the location. Having a sign outside the door advertising a sale invites in people that normally might not step inside. 

 

Renee Smith, a 60 year-old Boston native, said she prefers doing her holiday shopping at stores, but she understands why people shop online.

 

“There’s something so special about shopping in person,” Smith said. “I order online for very specific gifts I know I won’t find in Boston, but I do a majority of my shopping at small boutiques. I walk in, wander around, and find the gifts that are perfect for my friends and family.”

 

Smith frequents Johnny Was for a lot of her clothing, and she said it is much easier to find clothes that work for her by going to the physical store. However, as a woman who typically wears extra-large clothing, she shared it can be discouraging to go in person only to learn that a store’s extra-large and extra-extra large clothing is only available online to order. 

 

While the mall was frequented by Baby Boomers shopping for their holiday gifts, younger adults were looking elsewhere to celebrate their Christmas spirit. At the Boston Common Frog Pond, dozens of college students and millennials ice skate as a start to the holiday season. 

 

Lindsey Morris, a 22-year-old Northeastern student, said she prefers to spend the weeks leading up to Christmas with her friends all around Boston. 

 

“I normally order most of my family’s gifts on Amazon on Black Friday,” Morris said. “That way I don’t have to stress about finding the perfect gifts for weeks and can spend my time enjoying Christmas—like ice skating with my freshman year roommate.”

 

Every shopper has their own priorities that lead to them shopping online, in person, or both. Stores at the Prudential Center in Boston try to keep up with the online deals by offering events and discounts at their physical locations.