Coldwell Banker Commercial Affiliates 2019 Consumer Retail Survey

Despite rising popularity of online shopping, nearly all consumers (99%) shopped in a physical store in the past 12 months. New research surveying over 2,000 U.S. adults age 18+, commissioned by Coldwell Banker Commercial Affiliates conducted online by The Harris Poll assessed American preferences surrounding in-store shopping.

You can’t ignore in-store – nearly all consumers (99%) shopped in physical stores in the past 12 months. Of the U.S. adults surveyed, their reasons for doing so:

• 61% shopped in-store to purchase a product they needed immediately
• 55% shopped in-store to experience a product before buying it

While consumers are split between online (51%) and physical stores (44%) as the preferred shopping method for holiday gifts, almost all consumers (92%) plan to shop in-store for gifts this holiday season for various reasons:

• 55% plan to shop in-store to take advantage of in-store sales/coupons
• 50% plan to shop in-store to experience a product before buying it
• 49% plan to shop in-store to look for unique gifts
• 49% plan to shop in-store to find something specific

Physical stores are a ‘go-to’ for a variety of purchases. Of the purchase categories we surveyed about, the following are the categories in which the majority of consumers most prefer to shop for in-store:

• 81% major appliances
• 70% clothing / accessories
• 67% health / beauty products
• 67% home décor

Shopping in physical stores make consumers feel good. Of the of U.S. adults surveyed:

• 81% feel they make a positive contribution to their community by shopping in a physical store
• 68% say retail therapy is a great way to relieve stress

Consumers value in-store experiences and personalized assistance. Of the of U.S. adults surveyed:

• 68% tend to look for in-store experiences when they shop in a physical store
• Half (50%) say they would sacrifice spending less on a product online in order to get personalized assistance / advice from an in-store sales associate

Younger generations are more likely to go to stores to kill time and spend time with friends. In the past 12 months, younger age groups are more likely than most older age groups to say they have shopped in a physical store for the following reasons:

• 18- to 34-year-olds are more likely to go to stores to kill time than most older adults, 35% compared to:
  • 20% of 45- to 54-year-olds
  • 15% of 55- to 64-year-olds
  • 9% of 65+-year-olds
• 18- to 34-year-olds are more likely to go to stores to spend time with friends/family than their older counterparts, 33% compared to:
  • 24% of 35- to 44-year-olds
  • 23% of 45- to 54-year-olds
  • 20% of 55- to 64-year-olds
  • 15% of 65+ year-olds

Read the full press release on the Coldwell Banker Commercial website.

Survey Methodology

This survey was conducted online within the United States by The Harris Poll on behalf of Coldwell Banker from September 24-26, 2019, among 2,027 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact please contact Kristin Cockerham, G&S Communications for Coldwell Banker Commercial.

About Coldwell Banker Real Estate, dba Coldwell Banker Commercial Affiliates

© 2019 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All rights reserved. Coldwell Banker Commercial^®, CBC^® and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC in the United States and by Coldwell Banker LLC outside the United States. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.

Media Inquiries:                                                                Media Inquiries:   

Athena Snow                                                                    Kristin Cockerham

973.407.5590                                                                   917-595-3092

Athena.Snow@coldwellbanker.com                    kcockerham@gscommunications.com