Consumers shop across multiple retailer types, study shows

The typical shopper looking to buy electronics patronizes about four different types of retailers. Millennials (those between the ages of 18 and 36) cross-shop the most among the various age groups, patronizing, on average, close to six retailer formats selling apparel merchandise, while baby boomers (ages 53–71) do so the least, patronizing about four categories.

“Obviously, the most convenient place you’re going to find different store types serving a common category is a shopping center,” noted Jean Lambert, ICSC’s vice president of research. “These results underscore the continuing relevance of the shopping center model.”

The most popular categories of retailers among apparel buyers are discount department stores, such as Walmart and Target (preferred among 87 percent of consumers); off-price retailers, such as Kohl’s, Marshalls and T.J.Maxx (80 percent); midprice department stores, such as Macy’s and JCPenney (79 percent); and e-tailers, such as Amazon.com (72 percent).

Beauty products shoppers favor discount department stores (74 percent), pharmacies (65 percent) and midprice department stores (50 percent). Seventy-seven percent of electronics buyers go to discount department stores and specialty electronics retailers such as Best Buy, while 67 percent of them shop from retailers selling only online.

Shoppers at luxury apparel stores purchase at the widest variety of retailers selling clothing (eight types, on average), while discount department store shoppers do so at the narrowest number (close to six types).

The survey also reveals how often people go shopping: Sixty-one percent of apparel shoppers make a purchase in that category at least once a month, just over 54 percent of beauty products shoppers buy such items within that time period, and 36 percent of electronics shoppers do so as well.

When it comes to shopping in stores versus online, a big chunk of apparel shoppers (41 percent) make purchases exclusively in stores. And while 58 percent of apparel shoppers buy both offline and online, only 1 percent of them shop exclusively online. Fifty-eight percent of beauty products shoppers buy exclusively in stores, while 41 percent shop both offline and online. Among electronics shoppers, 42 percent buy only in stores, and 56 percent use stores and the Internet.

While 84 percent of apparel shoppers buy online and have their orders shipped, 62 percent order online and then go to a store to pick up their merchandise. Nearly as many online electronics shoppers pick up their items in the store (70 percent) as have them shipped (76 percent).

“This report,” said Lambert, “is further confirmation of the continuing viability of physical stores and shopping centers.”

The report may be viewed here.