Publish Date: March 23, 2016
Some 90 percent of Americans shopping for spring and summer apparel are doing so in physical stores this year, according to a survey from ICSC Research. Moreover, 97 percent of shoppers will visit either physical stores or online sites operated by retailers with such stores. The average shopper will spend $193.70 on this apparel, and only $26.90 will be spent at pure-play online retailers, says the report, which is based on the survey of 1,000 adults, conducted March 4–6 by ORC International on behalf of ICSC.
Of those shopping for apparel, 49 percent say they plan to spend the same as they did last year, while the rest are about equally divided between those who will be spending more and those who will be spending less.
Nearly three-fifths of Americans will shop for spring and summer apparel this year. Just over half of them will visit discount stores, nearly as many will shop in traditional department stores, about 28 percent will go to specialty apparel stores, and 21 percent will visit pure-play online retailers. Nearly four out of 10 of these warm-weather shoppers said they would visit an enclosed mall, and 26 percent said they would hit a factory outlet.
About half of these buyers will research apparel online before visiting a store. Of those, 51 percent will be Millennials, and 49 percent will be baby boomers. Almost seven out of ten people shopping or picking up online purchases in a store will be using a mobile device. Of these, 51 percent will be price-checking, 43 percent will be obtaining coupons or digital discounts, 26 percent will be checking availability, 23 percent will be taking pictures, and 20 percent will be checking ratings or reviews.
ICSC members can download the full report here.
