A Guide to Consumer Shopping Trends 2017

The retail industry and the way consumers shop is continually evolving. Last year, we saw new apps, more mobile usage, innovative technologies, and savvier uses of data to create personalized shopping experiences. These new innovations drive consumers to change their preferences, expectations, and how they shop across channels.  Retailers must continually scramble to rethink their strategies and stay relevant with the right messaging and right channel mix.

The company Bigcommerce released survey findings on consumer shopping trends for 2017. The study, which was done in partnership with Kelton Global, surveyed over 1,000 U.S. consumers to assess their online shopping and buying habits. The company said the “results show that 96 percent of Americans are shopping online, spending an average of five hours per week making online purchases and allocating an average of 36 percent of their shopping budgets to e-commerce.”

Here are 60 great statistics from the study outlining how consumers are shopping today:

  1. 51% of Americans prefer to shop online
  2. 96% of Americans have made an online purchase in their life, 80% in the past month alone
  3. 67% of Millennials and 56% of Gen Xers prefer to shop on online rather than in-store.
  4. 41% of Baby Boomers and 28% of Seniors will click to purchase.
  5. Millennials and Gen Xers spend nearly 50% as much time shopping online each week (six hours) than their older counterparts (four hours).
  6. 48% of millennials have shopped on marketplaces, 76% at large retailer sites, 46% on webstores or independent boutiques, and 29% at category-specific online stores.
  7. 56% of Gen Xers have shopped on marketplaces, 76% at large retailer sites, 49% on webstores or independent boutiques, and 37% at category-specific online stores.
  8. 59% of Baby Boomers have shopped on marketplaces, 74% at large retailer sites, 42% on webstores or independent boutiques, and 39% at category-specific online stores.
  9. 51% of Seniors have shopped on marketplaces, 66% at large retailer sites, 30% on webstores or independent boutiques, and 44% at category-specific online stores.
  10. Millennials and Gen Xers spend 6 hours per week shopping onlineRetail Trends 2017
  11. Baby Boomers spend 4 per week shopping online.
  12. Seniors spend 2.5 hours per week shopping online.
  13. Men reported spending 28% more online than women during the past year.
  14. 52% of men have shopped on marketplaces, 75% at large retailer sites, 39% on webstores or independent boutiques, and 31% at category-specific online stores.
  15. 56% of women have shopped on marketplaces, 74% at large retailer sites, 48% on webstores or independent boutiques, and 40% at category-specific online stores.
  16. Men and women both report spending 5 hours per week shopping online.
  17. 51% of Americans think shopping online is the best way to shop, with 49% preferring shopping in-store.
  18. Americans spend 64% of their shopping budget in-store, and 36% online.
  19. In the last year, shoppers have spent the most with ecommerce marketplaces ($488), closely followed by major online/offline brands ($409) such as Nordstrom or Best Buy.
  20. 74% of Americans have shopped at large online/offline brand name retailers, 54% on ecommerce marketplaces, 44% at small and specially online brands and 36% at category-specific online retailers.Consumer Shopping Trends
  21. When shopping online, nearly half (48%) of online purchasers first turn to a mass commerce marketplace.
  22. 31% first shop at a large online/offline brand name retailer, 12% first shop at a category specific online retailer, 7% first turn to a small/specialty online retail brand.
  23. 95% of Americans shop online at least yearly.
  24. 80% of Americans shop online at least monthly.
  25. 30% of Americans shop online at least weekly.
  26. A quarter of online shoppers (25%) have made an online purchase from a brick-and-mortar store.
  27. 43% of online shoppers have made a purchase while in bed.
  28. Millennials and Gen Xers are nearly 3x as likely as Baby Boomers and Seniors to have made an online purchase from bed (59% v 21%).
  29. 23% of online shoppers have made an online purchase at the office.
  30. Nearly 3 in 10 (29%) of Millennials and Gen Xers have made a purchase from the office.​Mobile Retail Strategy
  31. More than 15% of Baby Boomers and Seniors have made a purchase from the office.
  32. 20% of American online shoppers have purchased from the bathroom or while in the car.
  33. Millennials and Gen Xers are 5x more likely to have made an online purchase from the bathroom (31% v. 6%) than Baby Boomers and Seniors.
  34. One in ten shoppers admitted to buying something online after drinking alcohol.
  35. Men are more than twice as likely as women to have made a purchase after consuming alcohol (14% to 6%).
  36. Younger generations are 5x more likely to drink and shop than their older counterparts (15% to 3%).
  37. Parents are twice as likely as non-parents to have made an online purchase after drinking (15% v 7%).
  38. The top three factors that are very or extremely influential in determining where Americans shop are price (87%), shipping cost and speed (80%) and discount offers (71%).
  39. Seniors are less influenced by discount offers than other generations: 47% to 74%.
  40. Almost a quarter of online shoppers (23%) are influenced by social media recommendations.Omnicchannel Retail
  41. 42% online shoppers find recommendations from friends and family influential, twice the number who cite advertisements as influential when determining where to shop.
  42. Younger generations more receptive to advertising: Millennials and Gen X are twice as likely as older generations (27% vs. 14%) to be influenced by advertising.
  43. 23% of shoppers are influenced by social media recommendations/reviews.
  44. Online shoppers want products to be brought to life with images (78%) and product reviews (69%).
  45. Female respondents cited that they enjoy online shopping (51% vs. 37% of male respondents), invest more time (60% vs. 46% for male counterparts) to find the best deals and often search for coupon codes to get discounts (48% vs. 29% for males).
  46. 66% of online shoppers have decided not to buy an item because of shipping costs.
  47. 72% of females and 59% of males have decided to abandon their purchase because of shipping costs.
  48. 49% cite not being able to touch, feel or try a product as one of their least favorite aspects of online shopping.
  49. 34% said difficult to return items and long delivery estimates were also a pain.
  50. 21% of Americans state that unattractive or hard-to-navigate websites is frustrating when buying online.Retail Marketing Statistics
  51. 78% of online shoppers want more images from ecommerce sites.
  52. 69% of online shoppers want more reviews from ecommerce sites.
  53. 46% of online shoppers want more product comparisons from ecommerce sites.
  54. 42% of online shoppers want more testimonials from ecommerce sites.
  55. 30% of online shoppers want more video from ecommerce sites.
  56. 42% of online shoppers have made a purchase they later regret.
  57. Millennials are more likely to experience purchaser’s regret than any other generation (51% v 37%).
  58. 21% of Americans have accidentally bought something they didn’t want.
  59. More than half of Millennial and Gen Xers (55%) have overspent when shopping online, while just under two in five (38%) of baby boomers and seniors have done the same.
  60. 48% of online shoppers have bought or spent more than planned when shopping online.

With consumers shopping across so many different channels, across devices, and at the time of their choosing, retailers must be committed to knowing their consumers both offline and online in order to deploy highly personalized messages at offers at just the right time. Getting to know consumers this well requires a combination of well-honed insights into consumer personas across the purchase journey and knowledge of the consumer at the individual level by blending first and third party data to create a real-time, 360-degree customer view whenever and wherever your consumers are.

To learn more great tips and strategies on how to adapt to today’s omnichannel consumer expectationsdownload our free Retail Marketing Guide.  

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