Brick & Mortar Remains Relevant for Holiday 2015

According to the International Council of Shopping Centers (ICSC) Holiday Consumer Purchasing Trends study, physical stores drove sales with 91% of consumers choosing brick and mortar retailers over the 2015 holiday season (Nov. 1-Dec. 25). The strength in brick and mortar is largely due to the technological advancements made by retailers and the savviness of consumers, according to ICSC, a trade association of the shopping center industry that has 70,000 members in more than 100 countries representing shopping center owners, developers, managers, investors, retailers and others.

“Looking back at the holiday season, the major trend that emerged is the prevalence of the omni-channel consumer and the resulting convergence among brick and mortar and digital retail,” said Tom McGee, president and CEO of ICSC.

“The story of bricks vs. clicks is an old one. The story is now one of a shopper getting the best of both worlds, using online research and capabilities to inform physical purchases. The American consumer has sent a clear message that the physical store remains at the epicenter of the shopping experience.”

According to ICSC, 40% of shoppers say they spent more this season than in 2014, with 33% spending the same this season. Only 23% said they spent less than last year.

Seeing, touching and trying on merchandise was cited the number one reason to shop in store (32%), followed by the ability to browse (26%), and the ability to get the item right away (24%).

Shoppers also embrace the ease of returning and exchanging products in store, with 20% of shoppers electing to shop in-store because of this advantage, said ICSC.

But these brick and mortar fans were also tech savvy. According to ICSC, 60% of holiday shoppers used their mobile device while shopping in-store to do such things as compare prices, check availability and view reviews/ratings, and 56% researched products before they even entered the store, noting they arrived better informed and ready to purchase.

Nearly one-third used the click and collect method, with 69% of these shoppers purchasing additional items in the store of collection and 36% making an another purchase in an adjacent store.