Tracking Trends in the Retail Industry
To help retail and e-commerce brand leaders identify which consumer shopping behaviors are taking hold and which are not, Morning Consult is tracking shifting consumer e-commerce and retail industry trends through a monthly survey of U.S. adults.
Key Takeaways
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The share of shoppers who prefer to buy online has held fairly constant across all categoriessince we began tracking, but the share who say they’re likely to shop online has diminished, particularly among those shopping for clothing, beauty products and personal electronics.
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Home delivery remains the most popular option for online order fulfillment, but in-store pickup retains strong appeal, particularly among millennials, who are power users of the service across all categories tested. In-store pickup is typically free (as it should be), and as retailers increasingly impose costs and limitations on shipping,free optionswill become even more popular.
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Consumers are returning products more often than they were just three months ago:In May, 37% of U.S. adults reported making a return, up from 30% in February. High earners make up a disproportionate share offrequent returners, as do urban dwellers and millennials. The good news for retailers is that these demographics are also among those most likely to return to stores, rather than choosing the more expensive route of mailing their returns back to the warehouse.
Reasons Consumers Prefer Online and In-Store Shopping
Consumer Preference for Online Shopping by Category
Utilization of Fulfillment Channels by Category
Return Method Used by Purchase Channel
Source of This Data
Methodology
The Morning Consult Retail Monthly Trend Tracker relies on data collected through Morning Consult’s proprietary survey research capabilities. The interviews are conducted online, and the data are weighted to approximate a representative sample of U.S. adults based on gender, educational attainment, age, race and region. Results from the full survey have a monthly sample size of 2,200 to 4,400 U.S. adults and an unweighted margin of error of +/-2 percentage points.
On April 1, 2022, Morning Consult updated its general population weighting targets for the United States to be more representative of the most recent population data. Historical data has not changed.
About Morning Consult
Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more atwww.wikihoaleaks.com.
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Claire Tassin is the lead retail & e-commerce analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises leaders in the retail & e-commerce industry on how to apply insights to make better business decisions. Before joining Morning Consult, Claire was an analyst at Gartner, where she conducted research on shifting consumer behaviors and expectations, as well as trends and technology relevant to marketing leaders in the retail sector. She graduated from Washington University in St. Louis with a bachelor’s degree in psychology.For speaking opportunities and booking requests, please email[email protected].
