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Sorry, Amazon: Turns out PNW shoppers prefer in-store shopping over online retail

With the season of gift-giving right around the corner (and Black Friday, Small Business Saturday, Cyber Monday and Giving Tuesday), shopping is probably on the forefront of your mind.

And with so many delivery services to choose from and the ABSOLUTE convenience of Amazon Prime, online shopping has become a new way of life as we continue to see brick and mortar stores shut their doors and go all online.

*Pours one out for the downtown Seattle H&M, one of my absolute favorite stores on planet earth RIP*

With all of the advantages of Amazon Prime and other delivery options, you might be shocked to learn that PNW consumers prefer in-store shopping over online retail shopping.

According to Washington State University's Carson College of Business' third annual holiday retail survey, nearly half (43 percent) of consumers prefer to do their shopping in-store, while only 17 percent prefer to shop mostly online.

“Although consumers feel they get a better deal online, the rate they are shopping in stores is remaining steady, supporting the value of brick-and-mortar stores,” said Joan Giese, clinical associate professor of marketing at WSU. “We’ve found shoppers often find inspiration for gifts while perusing the aisles and value in-person customer service and the ability to see and feel the products.”

Here are some more interesting points from WSU's survey:

  • Cyber Monday v. Black Friday: 76 percent of PNW consumers plan to shop on Cyber Monday, while less (56 percent) plan to shop on Black Friday.
  • Baby Boomers v. Gen Z: 58 percent agree there are better deals after Black Friday. Sentiment varies across generations however, as only 49 percent of Baby Boomers think the best deals can be found during Cyber Monday, while 73 percent of Gen Z are excited for Cyber Monday deals.
  • In-Store Perks v. Online Convenience: Although Small Business Saturday receives less attention from consumers, small businesses may benefit from shoppers’ appreciation for the perks of supporting local businesses and a positive in-store experience, like better service (81 percent agree).
  • Thrifting v. Splurging: While most PNW consumers shop discount retailers (81 percent) and thrift stores (42 percent), the majority will likely go beyond their budget for holiday gifts, with 54 percent of PNW shoppers saying you can’t put a price on holiday happiness.

So what about you? How do you prefer to shop?! Learn more by visiting WSU's survey online.


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