71 Percent of Shoppers to Stick with Retail for Holiday Season, Survey Finds
Despite worries about the shrinking importance of the brick-and-mortar retail store, most consumers still plan to do at least half of their shopping there this holiday season, according to a recent survey by business-advisory company AlixPartners. The survey, in which 1061 US consumers participated, found that almost three quarters of consumers (71 percent) plan to do half or more of their holiday shipping in stores, and nearly all (88 percent) expect to at least visit a store during the season.
Nonetheless, the results also indicate that there are a number of complex and demanding trends retailers will have to deal with, such as some relating to recent store closures. According to the survey, 24 percent of respondents, for example, reported that a store they visited frequently had been closed down within the last 12 months. To add to this, 80 percent of those surveyed stated that they conducted research online before and while shopping at the store.
Consumer electronics products are particularly subject to online scrutiny, with 38% of respondents saying that they already have conducted online research, more than for any other category in the survey.