Consumers believe clicks beat bricks for deals
Retail Editor 1 -- Home Textiles Today, January 3, 2014
Port Washington, NY - Consumers think shopping online will yield better deals. That's according to a blog post from Marshal Cohen, chief industry analyst for the NPD Group, which did a study powered by CivicScience.
In the study, 1,100 consumers were asked about their recent holiday shopping. Cohen said that when consumers were asked whether online or brick-and-mortar stores had better deals, online won with 31%, as opposed to 18% who said that stores offered better deals, while 26% said both had the same deals.
What that means, said Cohen, is that 57% of shoppers consider deals online to be better than or as good as what they would find in stores. That's significant because shopping online threatens two important drivers of holiday growth: impulse purchases and self-gifting. Both tend to occur more when consumers shop in stores, he said.
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