The newest data from x-hoppers, a developer of AI retail communication solutions, shows that 51 per cent of adult shoppers in the US and the UK favour in-store shopping over online buying.
According to a September 2024 survey by market research firm Sago, which surveyed 2,000 adult shoppers in the US and the UK to look at modern shoppers’ priorities and preferences ahead of the busy holiday season, 62 per cent of consumers 55 and older prefer in-store shopping even more.

The poll highlights a number of important findings for brick-and-mortar merchants. For instance, 60 per cent of consumers said they would be prepared to go farther for amiable employees. Of those surveyed, 5 out of 8 reported having witnessed theft, 81 per cent prioritised in-store safety, and 49 per cent said they avoided establishments with little inventory.

With 23 per cent of consumers citing courteous service as the main factor influencing their loyalty, customer service was emphasised as being essential to in-store loyalty. In addition, 11 per cent of consumers said they preferred internet shopping because of insufficient in-store support, and 57 per cent of consumers reported they had ceased going to stores because of unhelpful or inexperienced employees.

Shopping behaviour was also shown to be influenced by inventory, as 87 per cent of respondents said they valued being able to see and take home products right away. By contrast, 26 per cent of consumers believe that stock availability is essential to customer loyalty. Shoppers reported having abandoned businesses with little merchandise, according to nearly half (49 per cent).

According to 49 per cent of consumers in the US and the UK, safety is a crucial consideration when choosing a retailer. Customers said that merchants should take greater action to solve these issues in order to improve the in-store shopping experience, as 62 per cent of them reported having witnessed theft, including self-checkout scams and “dash-and-grab” occurrences.