Despite rising popularity of online shopping, 99% of all consumers shopped in a physical store in the past 12 months.
That’s according to a survey commissioned by Coldwell Banker Commerical and conducted online by The Harris Poll regarding in-store shopping preferences. The survey found that the reasons consumers chose to shop in a store during the past 12 months revolved around ease, immediacy and experience, specifically: to purchase a product they needed immediately (61%); experience a product before buying it (55%); browse and get ideas (50%); and take advantage of in-store sales / coupons (49%).
Consumers are split between online (51%) and physical stores (44%) as their preferred option for buying holiday gifts. But 92% said they plan to shop in a physical store for gifts this holiday season for the following specific reasons:
To take advantage of sales / coupons (55%)
Experience a product before buying it (50%)
Look for unique gifts (49%) and to find something specific (49%)
In other survey findings:
• Physical stores are preferred by most consumers for four out of the five polled purchase types. The majority of consumers say physical stores are the most preferred shopping method for major appliances (81%), clothing / accessories (70%), health/beauty products (67%) and home décor (67%). Roughly two in five consumers (44%) prefer physical stores for buying holiday gifts.
• Shopping in physical stores make consumers feel good. More than four in five consumers surveyed (81%) say they feel they are making a positive contribution to their community by shopping in a physical store. Over two-thirds (68%) of consumers say retail therapy is a great way to relieve stress.
• Consumers value in-store experiences and personalized assistance. Over two-thirds (68%) of consumers say when they shop in a physical store they tend to look for in-store experiences. Half of consumers (50%) say they would sacrifice spending less on a product online in order to get personalized assistance/advice from an in-store sales associates.
The survey of more than 2,000 U.S. adults ages 18 and older assessed American preferences surrounding in-store shopping. Full survey findings are available on the Coldwell Banker Commercial website.