Shoppers Clicking Less and Returning to Bricks-and-Mortar

June 17, 2022 | Recent reports indicate in-person shopping is on the upswing after taking a serious backseat to e-commerce during two years of pandemic impacts. In fact, new research shows that 85 percent of consumers plan to do more in-store shopping in 2022 than they did last year, while recent national data indicate that for the first time in 20 years, e-commerce did not grow.

While online sales expansion has dominated headlines since the first COVID-19 surge in 2020, when consumers relied on e-commerce for everything from groceries, home office supplies, and toys, to loungewear and sporting equipment, behaviors appear to be changing.

“As society further opens up, in-store and online shopping seem to be reaching somewhat of a recent equilibrium, with consumers heading eagerly back into stores for many reasons – whether it’s for the social aspects of shopping and to search for bargains in an inflationary environment, or to be more discerning in their product selection, or to get out there simply because they can,” said Steve Pasierb, president & CEO of The Toy Association. “This fits with The Toy Association’s earlier learning that in many toy categories, like plush, dolls, fidget toys, and role play items, people like to touch, try, and see the actual product before purchasing.”

Opportunities at retail include dynamic in-store shopping experiences that feature digital enhancements; physical store experiences led by personalized service and guidance from sales staff; curated selections that appeal to local trends and tastes; and a much better integration of retailers’ in-person and online shopping experiences.

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