The shopping landscape has experienced many changes over the past several years. Online shopping has become big business, with over 90 percent of retail sales coming from E-commerce in the first quarter of 2018. The popular perception is that millennials and gen x shoppers born between the mid-1970s and the early 2000s, are driving this shift in the retail landscape.
You may be surprised to learn that gen y shoppers and millennials love the experience of brick-and-mortar shopping. Here are five reasons why young shoppers want to stay with the traditional shopping model- at least for part of their shopping experience.
The Northeast region has the greatest proportion of millennials who shop brick-and-mortar stores. First Insight, a market forecasting firm, has found that 25% more millennials are shopping in multiple stores looking for deals. In a surprising contrast, 65% of baby boomer shoppers would rather explore shopping deals online. One reason for Gen X and Millenials to be bargain hunting, can be attributed to their time in life. Namely, many in this time of their life are raising a family. And as we all know kids dont come cheap. They need clothes, food and all the stuff that comes with them.
Comparing products in person gives the shopper a much better idea of quality for the price. This can be difficult to judge online, where a shopper has to rely on reviews to find out more about the product. Online product reviews can be skewed or even fake. When a shopper finds a product in person, he or she can examine it in many different ways and find out whether it is worth the money.
Being able to try on garments (see New York & Company, Hanes & vf outlet) and shoes is a major advantage of shopping in brick-and-mortar stores. Clothing sizes are not always standard, and it may take some trial and error to find the correct size. In a retail store, a customer can take several different sizes into the fitting room and judge which one is the best fit. Online, this could take several rounds of tedious returns.
Shopping online may be simpler in theory, but returning products is not. Generally, a customer must pack the item and ship it back to the seller. This is a hassle, and not all product returns are free. Returning an item to a brick-and-mortar store requires only a receipt and in some cases a form of identification. It is much easier to go into a store and exchange an item that doesn’t fit or is the wrong color.
The experience of shopping in a brick-and-mortar store is fun for many consumers. Many people enjoy the social aspect of shopping, from seeing other people out and about to interacting with store staff. Shopping in a mall or outlet center can also include stops for meals and snacks. Many customers enjoy relaxing in a restaurant when their purchases are complete.
Millenial shoppers continue to shop in brick-and-mortar stores even as other age groups have begun to move online. Young shoppers enjoy the convenience of shopping in person. Since their demographic is not as affluent as others are, they have a strong interest in saving money. They are better able to compare the price and quality of products they want to buy, and they are able to return items much more easily.
The experience of shopping in a mall or outlet can’t be replaced by visiting a website. Young shoppers will continue to visit brick-and-mortar stores and will be an important part of the retail landscape going forward.
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