Don’t sound the death knell for brick and mortar just yet; only a fifth of U.S. consumers are primarily online shoppers, according to the inaugural issue of Consumer View, the National Retail Federation’s (NRF) new quarterly report designed to measure consumer behavior and shopping trends in a shifting retail landscape. Further, if malls and shopping centers are looking a little worse for the wear, they’re hardly beyond resuscitation: More than three-quarters of the 3,002 consumers the NRF surveyed in July said they shop at physical stores just as much or more than they did last year.
“This report shows that the bricks-and-mortar store is still the cornerstone of American retail and likely will be for many years to come, as consumers seek authentic interaction and experiences with retailers,” said Matthew Shay, president and CEO of NRF. “Despite the changes in our industry, there is an appeal to seeing and touching merchandise in person and being able to engage with fellow human beings that has yet to go away. Even younger shoppers see the value of the store.”