ReachLocal Survey Results Indicate That In-Store Holiday Shopping Remains Popular Even as Online Shopping Soars
December 05 2017 - 9:30AM
Despite evidence that online holiday shopping continues to
increase, a recent survey indicates that holiday shoppers aren’t
ready to give up in-store shopping just yet. ReachLocal, a leader
in enabling online marketing for local businesses and a part of the
USA TODAY NETWORK, polled 250 consumers to uncover their holiday
shopping habits.
The results indicate that consumers are not completely giving up
on in-store shopping during the holidays, with 44% of respondents
indicating a preference for shopping in both physical stores and
online, and 28% preferring shopping in stores only. This means that
online and offline marketing efforts need to be more interconnected
than ever. This is true not only for retail, but also for services
companies, restaurants, or any type of business with a local
presence.
The poll results indicate that today’s holiday shoppers prefer
to do their shopping both in-store and online. This was somewhat
surprising given the rise in online shopping over the last decade.
Interestingly, tech-savvy millennials polled indicated they prefer
to shop at physical stores over online. Many respondents cited the
social aspects and overall experience of shopping with friends and
family playing into their desire to shop in physical stores.
In addition, half of those surveyed plan to use search engines,
such as Google, Bing and Yahoo!, followed by online ratings, and
consumer reviews to research their holiday purchases, a result that
was consistent across consumer age brackets. This finding
underscores the importance of search engine advertising, SEO and
local listings for businesses who want to reach shoppers online
this holiday season.
It’s interesting to note that people conduct much of their
research online, but don't necessarily buy only online. They may
use the Internet to research products and pricing, look up
addresses and store hours, or connect directly to a business’
website, and the result is still often a local, in-store purchase.
Taking these results together, these trends point to the need for a
robust and integrated online and offline marketing strategy
leveraging tools like search advertising, SEO, and local directory
listings that can help drive online searches to offline
conversions.
An infographic of the study findings can be found here:
https://www.reachlocal.com/us/en/infographic/surprising-holiday-shopping-trends-you-need-know
About ReachLocalReachLocal, a USA TODAY NETWORK
company and a part of Gannett Co., Inc. (NYSE:GCI), helps local
businesses grow and better operate their business with
award-winning lead generation and conversion technology and expert
service. ReachLocal is headquartered in Woodland Hills, Calif., and
operates in four regions: Asia-Pacific, Europe, Latin America and
North America. For more information, visit www.reachlocal.com.
Media Contact:Aimee L. QuemuelCodey
Communicationspress@reachlocal.com1-844-707-8955
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