Consumers Still Shop in Physical Stores

Consumers Still Shop in Physical Stores

Despite rising popularity of online shopping, nearly all consumers (99%) shopped in a physical store in the past 12 months.

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November 1, 2019

Despite rising popularity of online shopping, nearly all consumers (99%) shopped in a physical store in the past 12 months. New research surveying over 2,000 U.S. adults age 18+, commissioned by Coldwell Banker Commercial Affiliates and conducted online by The Harris Poll, assessed American preferences surrounding in-store shopping. The results:

You can’t ignore in-store – nearly all consumers (99%) shopped in physical stores in the past 12 months. Of the U.S. adults surveyed, their reasons for doing so:

  • 61% shopped in-store to purchase a product they needed immediately
  • 55% shopped in-store to experience a product before buying it

Shopping in physical stores make consumers feel good. Of the of U.S. adults surveyed:

  • 81% feel they make a positive contribution to their community by shopping in a physical store
  • 68% say retail therapy is a great way to relieve stress

Consumers value in-store experiences and personalized assistance. Of the of U.S. adults surveyed:

  • 68% tend to look for in-store experiences when they shop in a physical store
  • Half (50%) say they would sacrifice spending less on a product online in order to get personalized assistance/advice from an in-store sales associate

In the past 12 months, younger age groups were more likely than most older age groups to say they have shopped in a physical store for the following reasons:

  • 18- to 34-year-olds are more likely to go to stores to kill time than most older adults, 35% compared to:
    • 20% of 45- to 54-year-olds
    • 15% of 55- to 64-year-olds
    • 9% of 65+-year-olds
  • 18- to 34-year-olds are more likely to go to stores to spend time with friends/family than their older counterparts, 33% compared to:
    • 24% of 35- to 44-year-olds
    • 23% of 45- to 54-year-olds
    • 20% of 55- to 64-year-olds
    • 15% of 65+ year-olds