Gen Z big on in-store shopping

One generation tops all others when it comes to shopping preferences.

In a surprising finding, Gen Z's preference for in-store shopping experiences tops all other generations at 30.77%, according to a study by consulting and market research firm 2 Visions. The finding contrasts sharply with the common perception of younger consumers favoring online shopping, indicating a notable trend towards physical retail among this digitally-native demographic, the study noted.

“The strong inclination of Gen Z towards in-store experiences suggests a vibrant opportunity for retail brands to revitalize and innovate within their physical spaces and create a value-based approach to omnichannel,” said Yates Jarvis, principal at 2 Visions. “Embracing this shift can transform how we approach retail strategy and customer engagement for the most digitally connected generation."

The study, which surveyed 2,411 Americans, also revealed that the Northeast dominates online shopping. The region leads with 30.23% of consumers opting exclusively for online purchases, underscoring the need for a nuanced approach to targeting geographical markets.

In other findings, the study examined the impact of return policies on purchase decisions, with 23% of online buyers saying return policies definitely influence their purchase decisions, the highest among all shopper types. Gen X shoppers show the greatest concern, with 39.24% stating return policies definitely influences their purchase decisions.

A vast majority, especially Baby Boomers (83.33%), require free returns with company-paid shipping to consider an online purchase, emphasizing the importance of cost-free return options.

Other highlights from 2 Visions’s “2024 Clothing & Accessories Ecommerce Consumer Market Research Report”  are below.

•Gen Z reports an exceptionally high satisfaction rate with local shopping options at 76.47%, possibly due to their adaptability and modern retail expectations.

•Nearly 80% (77.08%) of in-store shoppers believe physical stores offer higher quality goods, in contrast to 53.85% of online shoppers who feel online platforms provide better quality, illustrating differing perceptions based on shopping preferences.

•A stark accessibility contrast exists between income levels, where 100% of high-income earners can access shopping within 30 minutes, versus only 85.19% of those earning under $50k, showcasing significant economic disparities.

•Those with incomes over $100k show a strong preference for hybrid shopping, engaging both online and in-store at a rate of 66.67%, suggesting a desire for versatile and comprehensive shopping experiences. 

•A substantial majority (72.41% overall) perceive that they have more options when shopping online for clothing and accessories.

To view the full study, click here.