Welcome!

News Feed Item

Harris Poll Holiday Shopping Extravaganza -- Best Buy and Walmart Visited, but Amazon is Where Shoppers Buy

Showrooming, gift cards and department stores - oh my!

NEW YORK, Dec. 12, 2012 /PRNewswire/ -- Are your stockings hung by the chimney with care?  Hope so, because the holiday shopping season has begun everywhere.  While consumers hit the shops – and the Internet – The Harris Poll has been hard at work checking on some of the top issues facing retailers and shoppers alike this holiday season. 

(Logo: http://photos.prnewswire.com/prnh/20100517/NY06256LOGO )

Following are some of the results of The Harris Poll of 2,249 adults surveyed online between November 27 and 29, 2012 by Harris Interactive.

"Showrooming" and its impact on retailers

What is it?

There's a new trend facing brick-and-mortar stores, and its industry nickname is "showrooming."  It happens when shoppers try out a product up close in a store but then choose to purchase it online.  Over four in ten (43%) U.S. adults have showroomed, and the practice clearly affects some stores more than others.

Which stores are losing the most customers to this trend?

When those who have ever showroomed are asked to name the brick and mortar store they most frequently visit to examine a product before purchasing it online, Best Buy (24%) and Walmart (22%) are the top victims of this trend, followed by Target (9%) and, more distantly, by Home Depot (4%), Lowe's (3%) and Barnes & Noble (3%).

  • Men (30%) are more likely to report Best Buy as their top showrooming location than women (17%).
  • The inverse is true for Walmart (18% men – 27% women) and Target (7% men – 12% women), with women more likely than men to identify each of these retailers as their most frequent showrooming stop.

And which online retailers are snapping them up?

When showroomers are asked to name the online retailer they most frequently purchase from after visiting a brick and mortar store, Amazon (57%) is the dominant response; the online mega-retailer is mentioned by the majority of showroomers, at more than a 10:1 ratio over the next strongest mentions (eBay and Walmart, at 5% each).  Other online retailers mentioned by over 1% of showroomers include Best Buy (3%), Target, Lowe's and Home Depot (2% each).

Looking specifically at those who typically showroom at the top three brick and mortar stores:

  • 8% of Best Buy showroomers go on to purchase from Best Buy online, 71% from Amazon.
  • 11% of Walmart showroomers go on to purchase from Walmart online, 64% from Amazon.
  • 12% of Target showroomers go on to purchase from Target online, 72% from Amazon.

How much do showroomers spend?

Showroomers report spending an average of $211.80 the last time they purchased a product online after examining it in a brick and mortar store.

  • Average spending is significantly higher among those who typically visit Best Buy's showroom ($281.50) than among those who prefer to do their in-person scouting at Walmart ($119.10) or Target ($79.30).
  • Average spending is also significantly higher among male showroomers ($269.80) than among their female counterparts ($148.70).

Making a game of it

Mimicking rankings for everyone's favorite fall sport – football – the study also ranks retailers by their net takeaway score.  This newly created score looks at customer turnovers (percentage showrooming at the identified brick and mortar store) and recoveries (percentage that then go on to purchase from the specified website) they made as compared with competitors.  While Amazon (57) and eBay (5) both show positive scores by default – since they lack any brick and mortar presence at this time – Amazon's dominant position is nonetheless worthy of recognition.  Best Buy (-21) and Walmart (-17) lose more shoppers to other online retailers than they are able to recover, as does Target (-7).

Gift Cards

For many holiday shoppers, gift cards represent a perfect balance of trying to give a loved one the ability to get whatever they want, with the desire to customize their gift at least somewhat to their tastes.

Clothing/apparel gift card Americans would most like to receive

When U.S. adults are asked to select (from a provided list) the clothing/apparel retailer they would most want to receive a gift card from, Victoria's Secret (15%) and LL Bean (13%) are the top selections, followed by Ralph Lauren (7%) and Gap (6%).

  • Victoria's Secret interest is, perhaps predictably, stronger among women (25%) than men (4%).
  • Conversely, LL Bean (16% men – 10% women) and Ralph Lauren (10% men –3% women) are both more popular selections among men than among women.

Clothing/apparel gift card Americans are most likely to give

Victoria's Secret (17%) is again the top selection when Americans are asked to select (from the same list) the clothing/apparel retailer from which they would be most likely to buy someone a gift card, followed by Gap (9%), LL Bean (also 9%) and Abercrombie & Fitch (5%).

  • Victoria's Secret is the top mention among both men (15%) and women (19%), though it is worth noting that it is a stronger selection among women.
    • Also worth noting – to the dismay of some women, surely – is the fact women are far more likely to indicate most wanting a Victoria's Secret gift card (25%) than men are to select it as the gift card they would most likely purchase (15%).

Department stores and deals

Americans gravitate toward department stores during the holiday season for many of the same reasons they look to online retailers – they can get a variety of their shopping done in a single place, and they can usually save some money while doing so. 

Among the 74% of Americans who have shopped thus far this holiday season, roughly six in ten (61%) confirm having done so at a department store.

When U.S. adults who have shopped at a department store this holiday season are asked at which stores (from a provided list) they have found the best deals, Kohl's (32%) is the top selection, followed by jcp (23%) and Macy's (15%).

TABLE 1
HAVE EVER SHOWROOMED
"Thinking about shopping, have you ever visited a brick and mortar store to examine a product before purchasing it elsewhere online?"

Base: All U.S. adults


Total

%

Yes

43

No

57

Note: Responses may not add up to 100% due to rounding.

TABLE 2
BRICK & MORTAR STORE MOST FREQUENTLY SHOWROOM AT
"In general, which brick and mortar store do you most frequently visit to examine a product before you purchase it online elsewhere?"

Base: U.S. adults who have showroomed


Total

Gender

Men

Women

%

%

%

Best Buy

24

30

17

Walmart

22

18

27

Target

9

7

12

Home Depot

4

5

3

Lowe's

3

4

3

Barnes & Noble

3

4

2

Macy's

2

1

3

Sears

2

2

2

Kohl's

1

1

1

JCP (JCPenney)

1

*

1

Bed Bath & Beyond

1

1

1

Victoria's Secret

*

*

*

Gap

*

*

-

J. Crew

*

-

*

Various / Depends on item

4

3

4

Other

18

19

18

None

1

1

1

Not at all sure

2

2

1

Declined to answer

3

3

4

Note: Responses may not add up to 100% due to rounding.
* signifies less than 1%
- signifies 0%


TABLE 3
ONLINE RETAILER MOST FREQUENTLY PURCHASE FROM AFTER SHOWROOMING
"In general, which brick and mortar store do you most frequently visit to examine a product before you purchase it online elsewhere?"

Base: U.S. adults who have showroomed


Total

Showroomers

Best Buy

Walmart

Target

%

%

%

%

Amazon

57

71

64

72

eBay

5

7

6

7

Walmart

5

1

11

2

Best Buy

3

8

2

-

Target

2

1

3

12

Lowe's

2

*

2

-

Home Depot

2

-

-

-

Sears

1

-

1

-

Nordstrom

*

1

-

2

Kohl's

*

-

*

-

Macy's

*

-

*

-

JCP (JCPenney)

*

-

-

-

Bloomingdale's

*

-

-

-

Variety / Depends on item or

price

3

1

1

3

None

4

2

2

-

Don't know

1

1

-

-

Declined to answer

3

1

1

-

Note: Responses may not add up to 100% due to rounding.
* signifies less than 1%
- signifies 0%


TABLE 4
MONEY SPENT ONLINE LAST TIME SHOWROOMED
"Thinking of the last time you purchased a product online after examining it in a brick and mortar store, how much did you spend online?  If you are not sure, please provide your best estimate."

Base: U.S. adults who have showroomed


Total

Gender

Showroomers

Men

Women

Best Buy

Walmart

Target

%

%

%

%

%

%

$1-$20

15

13

18

8

17

12

$21-$25

6

4

7

2

9

11

$1-$25 [NET]

21

17

25

10

26

23

$26-$49

11

11

11

7

13

24

$50

10

9

12

9

15

16

$1-$50 [NET]

42

37

47

26

54

63

$51-$99

12

10

14

8

11

10

$100

9

9

9

6

8

8

Up to $100 [NET]

63

57

70

40

73

81

$101-$150

7

8

6

10

6

4

$151-$200

8

7

9

10

6

10

$201-$500

14

18

10

27

11

3

$501+

7

9

5

12

3

1

More than $100 [NET]

37

43

30

60

27

19

MEAN SPENDING

$211.80

$269.80

$148.70

$281.50

$119.10

$79.30

Note: Responses may not add up to 100% due to rounding.

TABLE 5
APPAREL STORE WOULD MOST WANT A GIFT CARD FROM
"[Thinking of gift cards / Again thinking of gift cards], among the following clothing and apparel stores, from which one of these would you most want to receive a gift card?"

Base: All U.S. adults


Total

Gender

Men

Women

%

%

%

Victoria's Secret

15

4

25

LL Bean

13

16

10

Ralph Lauren

7

10

3

Gap

6

6

6

Abercrombie & Fitch

3

5

2

Banana Republic

3

3

4

Urban Outfitters

3

3

3

J. Crew

2

3

1

Other

34

31

36

Not at all sure

15

20

10

Note: Responses may not add up to 100% due to rounding.


TABLE 6
APPAREL STORE WOULD MOST LIKELY GIVE SOMEONE A GIFT CARD FROM
 "[Thinking of gift cards / Again thinking of gift cards], among the following clothing and apparel stores, from which one of these would you most likely give someone a gift card?"

Base: All U.S. adults


Total

Gender

Men

Women

%

%

%

Victoria's Secret

17

15

19

Gap

9

10

9

LL Bean

9

10

8

Abercrombie & Fitch

5

5

5

Ralph Lauren

3

5

2

Banana Republic

3

3

2

Urban Outfitters

2

3

2

J. Crew

2

2

2

Other

29

23

34

Not at all sure

21

24

17

Note: Responses may not add up to 100% due to rounding.

TABLE 7
HAVE SHOPPED AT A DEPARTMENT STORE SO FAR THIS HOLIDAY SEASON
"When thinking about shopping this holiday season so far, have you shopped at a department store?"

Base: All U.S. adults


Total

Have

shopped this

holiday

season



%

%


Yes

45

61


No

28

39


N/A – I have not shopped this holiday

season

26

N/A


Note: Responses may not add up to 100% due to rounding.


TABLE 8
DEPARTMENT STORE WHERE YOU HAVE FOUND THE BEST DEALS THIS HOLIDAY SEASON
"Thinking about the items you have shopped for this season, at which of these department stores have you found the best deals?"

Base: U.S. adults who have shopped at a department store this holiday season


Total

%

Kohl's

32

JCP (JC Penney)

23

Macy's

15

Dillard's

3

Lord & Taylor

1

Bloomingdale's

1

Nordstrom

1

Neiman Marcus

*

Saks Fifth Avenue

*

Other

18

None

5

Note: Responses may not add up to 100% due to rounding.
* signifies less than 1%

Methodology
This Harris Poll was conducted online within the United States between November 27 and 29, 2012 among 2,249 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

Brand names used herein are trademarks or registered trademarks of their respective owners.

The Harris Poll® #67, December 12, 2012
By: Larry Shannon-Missal, Harris Poll Research Manager

About Harris Interactive
Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client's research investment. Serving clients in more than 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

 Press Contacts:
Corporate Communications
Harris Interactive
212-539-9600
[email protected]

 

SOURCE Harris Interactive

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
FinTechs use the cloud to operate at the speed and scale of digital financial activity, but are often hindered by the complexity of managing security and compliance in the cloud. In his session at 20th Cloud Expo, Sesh Murthy, co-founder and CTO of Cloud Raxak, showed how proactive and automated cloud security enables FinTechs to leverage the cloud to achieve their business goals. Through business-driven cloud security, FinTechs can speed time-to-market, diminish risk and costs, maintain continu...
DX World EXPO, LLC., a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
"The Striim platform is a full end-to-end streaming integration and analytics platform that is middleware that covers a lot of different use cases," explained Steve Wilkes, Founder and CTO at Striim, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, will examine the regulations and provide insight on how it affects technology, challenges the established rules and will usher in new levels of diligence...
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
SYS-CON Events announced today that Calligo has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo is an innovative cloud service provider offering mid-sized companies the highest levels of data privacy. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalized support service from its globally located cloud platfor...
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, discussed the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information.
SYS-CON Events announced today that SkyScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SkyScale is a world-class provider of cloud-based, ultra-fast multi-GPU hardware platforms for lease to customers desiring the fastest performance available as a service anywhere in the world. SkyScale builds, configures, and manages dedicated systems strategically located in maximum-securit...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...