Key findings:
- In the last 12 months, nearly 2 in 3 U.S. adults have gone in person to pick up a purchase after starting or completing their transaction online
- Shoppers still value in-store shopping experiences, with more than half of U.S. adults preferring to shop both online and in-store
- Consumers expect flexibility in their purchases - 4 in 10 are more likely to shop at businesses that offered flexible in-person pickup options
- Having a less stressful shopping experience is the main reason for using flexible pickup options
- Shoppers are mostly satisfied with their hybrid shopping experiences, although 4 in 10 say that there is room for improvement
- The majority of consumers prefer to coordinate in-person pickup options via text - only one in three prefer email or phone call
Shoppers still value in-store shopping experiences, with more than half of U.S. adults preferring to shop both online and in-store
In-store shopping remains popular among U.S. adults, despite the rise of online shopping. More than half (56%) say they prefer shopping both online and in-store equally, compared with 24% who prefer to do most of their shopping online, and 19% in-store. A lack of in-store presence is a potential red flag for consumers: 88% say it is very or somewhat important for a business to have both in-store and online purchase options, while 24% say they are less likely to make an online purchase at a business that does not have an in-store presence.
Online and in-store shopping experiences merge, with nearly 2 in 3 (65%) U.S. adults having gone in person to pick up a purchase after starting or completing their transaction online within the last 12 months
Flexible pickup options such as buy online, pickup in store (BOPIS) or curbside pickup—popularized throughout the Covid-19 pandemic—prove to be a big hit across all age groups.
- About half of Gen Z (47%), Millennials (51%), and Gen X (47%) shoppers have done an in-store pickup of an online purchase within the last year, and 4 in 10 have used a curbside pickup service
Flexible is the new normal: 9 in 10 U.S. adults want flexible pickup options even after the pandemic is over
Consumers’ are getting used to the flexibility offered by hybrid shopping experiences: 89% agree that businesses should continue to offer flexible in-person pickup options even after the pandemic is over.
Preference for hybrid shopping is highest for groceries (55%), restaurants (50%), and pharmacies (49%). Shopping for apparel (42%) and beauty products (30%) using flexible pickup options is highest among Gen Z shoppers, compared to older generations
Flexibility becomes a key selling point, as 4 in 10 are more likely to shop at businesses that offer flexible in-person pickup options
Consumers are drawn to hybrid shopping, with 42% of U.S. adults saying that they are more likely to patronize businesses that offer flexible pickup options; millennials especially value the flexibility (51%).
Having a less stressful shopping experience is the main reason for using flexible pickup options
More than half (55%) of U.S. adults say that they use flexible pickup options such as curbside or in-store pickup due to a less stressful shopping experience, the leading reason across all age groups. Saving money on shipping costs (39%), avoiding in-person contact (38%), and a guaranteed delivery time and location (37%) also play a role.
- Gen Z, specifically, are equally enticed by a guaranteed delivery time and location as avoiding stress (51% vs. 50% respectively)
Shoppers are mostly satisfied with their hybrid shopping experiences, although 4 in 10 say that there is room for improvement
The vast majority of shoppers who have used a hybrid shopping model are satisfied with their experience.
- Nearly 6 in 10 say hybrid shopping offerings are generally providing a seamless, simple, and fast experience
- 38% say in-person pickup options are a little rocky, and have room for improvement
- Only a tiny fraction (2%) say they are poorly implemented, and require an overhaul
The majority of consumers prefer to coordinate in-person pickup options via text - only one in three prefer email or phone call
When coordinating logistics for in-person pickup options, most consumers prefer texting (64%)
- Mobile app is the second-most preferred communication method
- Only about one in three prefer using email (37%) or phone call (34%)
- A mere 15% prefer to coordinate in-person
Preferred Methods of Communication for In-store Pickups
Read more about our polling methodology here.
