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Shopping in person should be enjoyable, but inflation has driven down the fun factor for Americans. In July, 52% rated the experience as enjoyable, a 10-point drop from a series high of 62% in April 2022.
Drivers of shopping enjoyment vary across income groups. Shopping as entertainment is a strong driver for those in households earning less than $100,000 annually, and new product discovery is a much stronger driver for those earning at least $50,000. Simply put, discovering new products isn’t fun when you can’t afford them.
Some factors are more consistent drivers of in-store enjoyment: Shopping as a social activity is universal across all income groups, as is a desire for efficient checkout.
Stores also need to be fully staffed to create enjoyable experiences, so the current challenge for retailers to hire and retain sales associates is dampening the customer experience.
TikTok and Instagram can connect shoppers to stores
People who say they enjoy shopping in stores also tend to use TikTok, Instagram and Spotify at higher rates than the general population, per Morning Consult Audience data. While they might spend more time on social media, they’re nearly just as likely as all U.S. adults to make purchases through such apps. The forthcoming U.S. TikTok Shop is poised to take advantage of the platform’s power to drive product sales.
This group may enjoy shopping at stores, but that doesn’t mean brick and mortar is their exclusive channel: They are 7 points more likely than the general population to be Amazon Prime users (64% versus 57%). Instead, their enjoyment of stores is linked to a desire to be out and about. This group also reports seeking out variety (73%) and having a keen sense of adventure (64%) at higher rates than all U.S. adults (65% and 57%, respectively).
Bringing TikTok users into stores
Welcoming TikTok challenges into stores may be a hassle for staff, but inviting influencers to film “shop with me” videos can help convert online viewers into in-store shoppers. Retailers should use their influencer relationships to showcase new product launches and underused in-store services. Brand founders with a strong social media presence can bring their followers into stores via meet-and-greets. Prior to 2020, stores put a stronger emphasis on event strategies, and it’s time to bring that back.
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