Research + Studies
Nearly three-quarters of U.S. adults plan to make a purchase this Cyber Monday, and a significant majority (61 percent) will shop and spend online with a retailer that operates physical stores.
And though the day is hyped as a cybershopping day, a sizable portion of shoppers (52 percent) will spend money in physical stores, according to ICSC Research. In fact, Cyber Monday has turned out to be a boon for physical retailers, because 80 percent of shoppers are set to patronize them, either in person or online. This exceeds the percentage of shoppers who will buy from pure-play online merchants today (71 percent).
Even a good many of those who order online will visit stores, according to ICSC, with 37 percent of Cyber Monday shoppers planning to order online and then pick up the merchandise at the store — a trend the industry calls click-and-collect.
Among the main reasons people spend in stores on Cyber Monday: Some 44 percent of consumers say they want to get their hands on their stuff immediately, 32 percent say they are looking to avoid shipping fees, about as many again cite the convenience of being able to shop nearby, and 31 percent say they prefer stores for the experience they offer.
By Edmund Mander