Raleigh, North Carolina — Customers of all ages prefer to purchase in-store, yet both online and in-person customers concur that convenience is essential.
Customers of all ages had made most of their recent shopping journeys in person rather than on a computer or mobile device, according to a poll conducted by insights firm Brooks Bell. Even the youngest group, those aged 18 to 24, made 60% of their purchases in person, but the propensity was greatest among those over 65 (77%).
All age groups ranked convenience as the most important criterion, with variety and the chance to see and touch things coming in second or third. The youngest shoppers, however, who are between the ages of 18 and 34, prioritize time savings over variety and item seeing. Among all groups, social interaction with employees or other customers was scored lowest.
According to 58% of Baby Boomers at the low end and 81% of Gen Z at the high end, the fear of crowds and long lines was the biggest deterrent to in-person shopping for people of all ages. Almost all age groups cited parking and commute as the second most problematic factor; Gen Z ranked low inventory as the second most problematic issue.
Convenience, the opportunity to purchase at any time of day, and the lack of crowds and queues are among the benefits of online shopping, according to the survey, even though the preference leans toward in-person shopping.
These factors ranked highest across all age groups, despite minor variations by age group. The respondents gave the availability of customer feedback the lowest ranking among the benefits of internet shopping.
Regarding the top seven categories that individuals shop for in person, furniture and décor were mentioned by 26% to 36% of respondents, with Baby Boomers and younger Millennials accounting for the largest number.
The most frequently purchased items in-person were food and drink, with 68% to 84% of respondents stating that they are most likely to purchase these items from a store. Clothing and home goods were also popular in-store purchases. Pet care and health and wellness products fell into the same preferred range as furniture and décor.
In July, 700 Americans of all ages participated in the Brooks Bell survey.
