It is located in Marin County, California.
NRF: 79% of Consumers Still Shop Primarily In Store
The statistic was one of many found in a recent survey done for the first edition of the association’s quarterly Consumer View report.
Washington--Despite the increased focus on digital and mobile shopping channels, most consumers still shop in stores primarily, according to a new study from the National Retail Federation.
The NRF just launched Consumer View, a quarterly report designed to gauge consumer behavior and shopping trends.
It partnered with Toluna Analytics to produce the reports, surveying 3,002 consumers between July 20 and 25, and released the first edition with insights into experiences with technology, what brings the younger generation into the store, and what differentiates the online and in-store shopper.
What did the survey uncover about where consumers are shopping today? Among the insights was the fact that brick-and-mortar retail remains an important touchpoint for modern consumers.
In fact, 79 percent of consumers said they purchase half or less of their items online, meaning the majority of them still are primarily in-store shoppers. Only 21 percent indicated that they buy the majority of their goods online.
The latter number, not surprisingly, goes up to 34 percent when isolated to just Generation Z and its slightly older counterpart, Generation Y or the millennials.
However, that doesn’t mean members of these two demographic groups no longer visit stores.
“This report shows that the bricks-and-mortar store is still the cornerstone of American retail and likely will be for many years to come, as consumers seek authentic interaction and experiences with retailers,” NRF President and CEO Matthew Shay said. “Despite the changes in our industry, there is an appeal to seeing and touching merchandise in person and being able to engage with fellow human beings that has yet to go away. Even younger shoppers see the value of the store.”
When it comes to convincing the younger generations to come into the store, the survey shows that they can be swayed to visit physical stores when they are offered a new experience, or to pick up products purchased online.
And, in fact, about half of millennials and Gen Xers surveyed indicated they’re shopping in stores more than they were a year ago.
“Despite the changes in our industry, there is an appeal to seeing and touching merchandise in person and being able to engage with fellow human beings that has yet to go away.”-- Matthew Shay, NRFIn the survey, this holds true across all age groups. Fifty percent of survey-takers said they are visiting physical stores about the same as they used to, with
And even though, overall, 74 percent of respondents said they typically visit a store to pick up something specific rather than to browse, the younger generation is more likely to see a retail store as an opportunity to socialize--to hang out with friends, to talk to a sales associates and to explore.
The Technology Touch
Interestingly, while many conversations regarding the retail industry revolve around the technologies that will create the “stores of the future,” the NRF’s survey showed that many of these still are on the periphery of consumer awareness and usage.
Today’s shoppers are more concerned with the innovations that impact the most important parts of their retail experience--how they pay for items and how they get their purchases.
As such, payment and fulfillment technologies lead consumer awareness; nearly seven out of 10 consumers have heard of mobile payment options and “buy online, pick up in store” options, and more than half have tried them.
Meanwhile, with in-store digital displays, for example, only 30 percent of consumers are aware of that technology. Of those, only a little more than half have actually tried them. For augmented reality, that number decreases to 20 percent aware and about half having used the technology.
When it comes to what they want next, shoppers are most interested in trying 3-D printing and drone delivery.
The Latest
May’s birthstone is beloved for its rich green hue and its versatility.
Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
Meet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
The brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Tim Schlick has been promoted from his previous position as COO.
It’s the second year for the event, slated to take place in October in Toronto.
Supplier Spotlight Sponsored by GIA
Sales will be paused while the relocation takes place over the next few months.
“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
The retailer is moving to a newly designed space in the same shopping center.
The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.