TREND 4:

In-Store Shopping Preferences

While online channels are essential, in-store shopping is still very relevant.

But retailers and brands must understand that even in-store shopping is becoming increasingly digital.

Omnichannel Reality

Only 4% shop exclusively online, while 25% shop solely in-store. The majority (71%) blend both channels, with 42% favoring stores but incorporating digital.

Shopping Channel Preferences Vary by Generation

While most consumers blend online and in-store shopping, generational differences emerge: Gen Z shows stronger digital adoption, with 33% shopping mostly or completely online, compared to just 13% of Baby Boomers. Conversely, Baby Boomers maintain stronger in-store preferences, with 74% shopping mostly or entirely in-store versus 48% of Gen Z.

Why Shop In-Store?

Product selection drives in-store shopping, with 43% prioritizing personal produce choice. Shoppers value better product availability (56%), greater freshness (51%), and lower prices (48%). Another 21% prefer in-store for convenience.

Age Drives Checkout Choice

The generational divide is clear at checkout: under-44 shoppers choose self-service (56%), while those 45+ prefer human clerks (53%).

Promotion Impact

In-store displays and promotions influence 74% of shoppers: 57% occasionally buy based on promotions, while 17% are strongly influenced by them.

Income Impacts Mobile Use In-Store

Higher-income shoppers ($125K+) actively use their phones in-store, primarily for mobile coupons and discounts (43%), while lower-income households (<$125K) are more likely to shop without using their phones at all (39%).

Methodology: SmartCommerce conducted a quantitative survey between August 14-15, 2024 with a national sample and collected 600 responses (n=600). Respondents were required to be between the ages of 18-99. The respondents identified as 389 women and 211 men. Fifty-percent of respondents live in suburban areas, while 25% live in rural areas, and 25% live in urban areas. Responses were collected via a polling software that offers non-cash incentives to survey participants.

Want to know more? Want to add questions for our next survey? Contact us at sales@smartcommerce.com.