Forrester’s latest study highlights US consumers’ current mindset and upcoming behavioural trends over the next 12 to 18 months.
With the world crawling back towards normalcy, while footfall in stores would rise, online shopping would account for 27% of overall retail sales by 2023. The study found consumers to be feeling “no burning need” to return to in-store shopping post pandemic.
As compared with shopping before COVID-19 outbreak, 40% of Americans said they enjoy in-store shopping a lot less now. In-store shopping would appeal to consumers looking for speed, ease and community. Around 40% of consumers reported not going out of their way to avoid in-store shopping.
While Gen X is most disenchanted by in-store experiences, millennials do not see a need to return to in-store shopping. Gen Z, however, are excited about shopping in-store with their friends and family.
[4 minute read]