Click here to close now.

SYS-CON MEDIA Authors: Pat Romanski, William Schmarzo, Elizabeth White, Carmen Gonzalez, JP Morgenthal

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
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Ar...
The world is at a tipping point where the technology, the device and global adoption are converging to such a point that we will see an explosion of a world where smartphone devices not only allow us to talk to each other, but allow for communication between everything – serving as a central hub from which we control our world – MediaTek is at the heart of both driving this and allowing the markets to drive this reality forward themselves. The next wave of consumer gadgets is here – smart, con...
Cloud Expo, Inc. has announced today that Andi Mann returns to DevOps Summit 2015 as Conference Chair. The 4th International DevOps Summit will take place on June 9-11, 2015, at the Javits Center in New York City. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great team at ...
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
CA Technologies has announced it has signed a definitive agreement to acquire Rally Software Development Corp. for $19.50 per share, which equates to approximately $480 million, net of cash acquired. The transaction has been unanimously approved by both Boards of Directors, and is expected to close in the second quarter of CA’s fiscal 2016. Based in Boulder, CO, Rally has approximately 500 employees across four continents and FY 2015 sales of $88 million. “Software applications are changing the...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
Enterprises are fast realizing the importance of integrating SaaS/Cloud applications, API and on-premises data and processes, to unleash hidden value. This webinar explores how managers can use a Microservice-centric approach to aggressively tackle the unexpected new integration challenges posed by proliferation of cloud, mobile, social and big data projects. Industry analyst and SOA expert Jason Bloomberg will strip away the hype from microservices, and clearly identify their advantages and d...
The OpenStack cloud operating system includes Trove, a database abstraction layer. Rather than applications connecting directly to a specific type of database, they connect to Trove, which in turn connects to one or more specific databases. One target database is Postgres Plus Cloud Database, which includes its own RESTful API. Trove was originally developed around MySQL, whose interfaces are significantly less complicated than those of the Postgres cloud database. In his session at 16th Cloud...
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo, June 9-11, 2015, at the Javits Center in New York City. Learn what is going on, contribute to the discussions, and ensure that your enter...
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
Software Development Solution category in The 2015 American Business Awards, and will ultimately be a Gold, Silver, or Bronze Stevie® Award winner in the program. More than 3,300 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration. "We are honored to be recognized as a leader in the software development industry by the Stevie Awards judges," said Steve Brodie, CEO of Electric Cloud. "We introduced ElectricFlow and our Deploy app...
What do a firewall and a fortress have in common? They are no longer strong enough to protect the valuables housed inside. Like the walls of an old fortress, the cracks in the firewall are allowing the bad guys to slip in - unannounced and unnoticed. By the time these thieves get in, the damage is already done and the network is already compromised. Intellectual property is easily slipped out the back door leaving no trace of forced entry. If we want to reign in on these cybercriminals, it's hig...
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
In their general session at 16th Cloud Expo, Michael Piccininni, Global Account Manager – Cloud SP at EMC Corporation, and Mike Dietze, Regional Director at Windstream Hosted Solutions, will review next generation cloud services, including the Windstream-EMC Tier Storage solutions, and discuss how to increase efficiencies, improve service delivery and enhance corporate cloud solution development. Speaker Bios Michael Piccininni is Global Account Manager – Cloud SP at EMC Corporation. He has b...
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York City, NY. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption...