Both men and women are spending significantly more in-store than online during a typical shopping visit according to a new report, by First Insight, Inc. The company, which recently surveyed consumers on shopping habits, purchase behavior and influences driving decisions, found that 71 percent of respondents (72 percent of men; 70 percent of women) typically spend more than 50 dollars when shopping in-store. In contrast, only 54 percent of respondents (59 percent of men; 49 percent of women) are spending more than 50 dollars when shopping online.
Of note, 34 percent of respondents reported spending more than 100 dollars during a typical in-store shopping visit, compared to only 21 percent who reported spending more than 100 dollars when shopping online.
This trend continued when evaluating the likelihood of a shopper adding extra items to their carts. When shopping in-store, 78 percent of men and 89 percent of women reporting that they sometimes or always add additional items to their cart. By comparison, a lower 67 percent of men and 77 percent of women reported adding extra items to their carts when shopping online.
In-store shopping? When you need something
According to the survey, 73 percent of men and 69 percent of women respondents said that they only shop in-store when they have a need for something. Far fewer of both groups (64 percent of men and 56 percent of women) said the same about online shopping. The data points to the fact that retailers and brands, to be most effective and capture greater sales, need to place greater priority on the overall shopping experience. To attract consumers into the store beyond buying necessities, retailers must focus on in-store pricing, incentives and having the right items available in-store.
