Young Adults Just Wanna Shop...In-Store

It’s 11 a.m. on a Tuesday and my 23-year-old sister Ashley calls me. She’s in the area and wants to see if I’ll meet her at Pioneer Place for some mid-morning shopping. My response? "You want to shop on a random Tuesday?!"

I shouldn’t actually be surprised. All of my younger sisters (there are four of them) love to spend a morning, afternoon or evening (they don’t discriminate) with a latte in hand while perusing through H&M, Forever 21, Nordstrom – you name it.

A new study by LIM College and the NRF Student Association (NRFSA) reveals that, in general, 18- to 25-year-olds prefer in-store shopping. Apparently, all of our fears and predictions that technology would circumvent the need to be in-store is pretty much false.

The survey goes on to share some fascinating details about this demographic’s shopping preferences:

• 68 percent of 18- to 25-year-olds would rather be in-store for apparel and shoe shopping.

• More than 88 percent of this demographic do not want to shop via Facebook/Twitter (I don’t blame them – so not a fan of this!) although they will “like” a brand on Facebook.

• 66 percent use the Internet as an information-gathering tool, not for shopping.

• Only 23 percent use a tablet or smart phone to shop.

Turns out, these young shoppers are savvier than we thought. They want to feel and try on their merchandise before buying, they love having the shopping “experience” (especially with sisters or friends!), and they use technology the way it’s meant to be used – for information gathering and knowledge enhancing.

I’m quite impressed!

So, while I (the 30-something that I am) spent my holiday gift cards online, this survey is turning it all around for me. I plan to say, “Heck ya!” next time my sister calls for a shopping excursion. Maybe that will keep me young. Will you join us?

What’s your take on the 18- to 25-year-old demographic? How can we continue to entice them into stores? Leave your thoughts below.

-Heather Strang

Comments

[Heather Strang]

Megan,

You rock!
Thanks for confirming this little-known fact. And I am so with you. I got burned once by Vicky's Secret - never again. Who wants to go through that?? ;)

Please keep the comments coming. We look forward to hearing more from you. Oh, and hope to see you at GlobalShop!

-Heather

[Megan]

I fit into the younger adult category, and I can safely say - you only need to buy one poorly fitting, cheaper-fabric-than-it-looked-like, holy-sh**-that's-expensive-shipping -plus-duty-fees-because-I'm Canadian item to swear off online clothes shopping forever.

Price comparison online - absolutely. Actually purchasing? Only books, housewares and accessories.

[Rick Lyrek]

I would have actually thought, like you, that they would do much more shopping online. Although I don't know if I agree with this (probably mildly sarcastic) comment, "they use technology the way it’s meant to be used – for information gathering and knowledge enhancing."

Certainly that's what it started out as, but like everything technology-related, it has adapted and changed. That is no longer all it is, and it will probably continue to change purposes!