Due to the ongoing coronavirus pandemic, in-store shopping experiences have become a faint memory. However, with many stores beginning to reopen their doors, CivicScience data explores how important in-store events actually are to consumers and what events or safety precautions would make U.S. adults more likely to walk through those doors.
The majority of U.S. adults report that in-store events are not at all important to them when shopping in department stores. Interestingly, when shopping for beauty products the results are very similar, with 79% stating that in-store events are not at all important.
As age increases, the importance of in-store events for U.S. adults decreases. Younger adults ages 18 – 24 are slightly more likely to say in-store events are very important to them whereas 80% of older adults, 55+, say that they are not at all important. This is similar for both department stores and beauty products, with 16% of 18 – 24 year olds responding that in-store events are very important to them when shopping for beauty products and 85% of U.S. adults 55+ responding that they are not at all important.
The importance of in-store events is also surprisingly similar for males and females, with both majorities saying that in-store events are not at all important for department stores, 77% of males and 75% of females, and beauty products, 77% of males and 80% of females.
Forty-one percent of U.S. adults report that requiring masks to be worn would make them the most comfortable returning to in-store retail shopping, out of the other options.
Unsurprisingly, U.S. adults earning an income of $150k+ are the most likely to say that none of the precautions would make them comfortable to return to retail stores. It’s notable that those in the $50k and under category are close to them. However, people of all incomes significantly value mask requirements.
Young adults, 18 – 24, and older adults, 55+, favor mask requirements at stores the most, and also are the most likely to report that none of the precautions would make them comfortable for in-store retail experiences.
Interestingly, those most likely to return to in-store shopping immediately are the people who would be most comfortable returning to stores with in-store events or sales / promotions. However, these people make up only a small portion of U.S. adults, with only 2% selecting in-store events and 7% selecting sales / promotions. Most prefer mask requirements, 43%, but they’re still not sufficiently comfortable in stores because only 23% would be comfortable returning now.
CivicScience data illustrate a consistent lack of importance of in-store events on the comfort or willingness to shop of U.S. adults. The requirement of masks is significantly more important for the comfort of all consumers, although most would still prefer to wait at least one month before returning to in-store retail shopping.