To help retail and e-commerce brand leaders identify which consumer shopping behaviors are taking hold and which are not, Morning Consult is tracking shifting consumer e-commerce and retail industry trends through a monthly survey of U.S. adults.
Preference for in-store shopping hit a series high in early 2024, and had been slowly climbing since tracking began in 2021. At the same time, the share of those who prefer online shopping has stayed steady. Preference for the former is driven in particular by older consumers, who over-index compared to the average U.S. adult.
- The share of middle-income consumers who prefer buying groceries and household goods online hit a high in early 2024 (21%) and has stayed consistent. Middle-income consumers are more likely than the average adult to say they’re willing to pay more for comfort and quality, tapping into the convenience that online grocery shopping offers.
itim Group plc (LON:ITIM) is a SaaS-based technology company that enables store-based retailers to optimise their businesses to improve financial performance and effectively compete with online competitors. Itim adds retail value by helping multi-channel retailers optimise their business and their stores to improve financial performance and compete more effectively with the “Amazons”.
