CSA Exclusive: More sales are happening in-store

Dan Berthiaume
Senior Editor, Technology
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Store sales

As of mid-June, the percentage of omnichannel sales represented by in-store purchases has hit a high point for 2021.

According to analysis of sales trends from 67 U.S.-based omnichannel retailers exclusively released to Chain Store Age by dynamic social advertising platform StitcherAds, in-store sales represented 37% of all brick-and-mortar and online sales on June 14, 2021.

This represents a 19% lift from the average 31% share of all brick-and-mortar and online sales represented by in-store sales reported since July 1, 2019. Since July 1, 2019 the omnichannel share of in-store sales reached a low point of less than 5% on March 30, 2020. A high point of close to 50% was reached August 3, 2020.

“Consumers are constantly moving across devices and channels, and retail marketers are left to devise ways to capture their attention and drive sales. Now, if you add in that we’ve all been mostly shopping online for the past 18 months, it’s a challenging position to be in,” said Jonny Ferrentino, account director at StitcherAds. “It’s clear that to be successful as we return to in-person shopping, retail marketers will need to align both online and offline behaviors to create campaigns that successfully convert omnichannel shoppers.”

[Read more: Study: Shoppers returning to stores as ‘new normal’ settles in]