Harris Poll Holiday Shopping Extravaganza -- Best Buy and Walmart Visited, but Amazon is Where Shoppers Buy

Harris Poll Holiday Shopping Extravaganza -- Best Buy and Walmart Visited, but
                         Amazon is Where Shoppers Buy

Showrooming, gift cards and department stores - oh my!

PR Newswire

NEW YORK, Dec. 12, 2012

NEW YORK, Dec. 12, 2012 /PRNewswire/ --Are your stockings hung by the chimney
with care? Hope so, because the holiday shopping season has begun
everywhere. While consumers hit the shops – and the Internet – The Harris
Poll has been hard at work checking on some of the top issues facing retailers
and shoppers alike this holiday season.

(Logo: http://photos.prnewswire.com/prnh/20100517/NY06256LOGO )

Following are some of the results of The Harris Poll of 2,249 adults surveyed
online between November 27 and 29, 2012 by Harris Interactive.

"Showrooming" and its impact on retailers

What is it?

There's a new trend facing brick-and-mortar stores, and its industry nickname
is "showrooming." It happens when shoppers try out a product up close in a
store but then choose to purchase it online. Over four in ten (43%) U.S.
adults have showroomed, and the practice clearly affects some stores more than
others.

Which stores are losing the most customers to this trend?

When those who have ever showroomed are asked to name the brick and mortar
store they most frequently visit to examine a product before purchasing it
online, Best Buy (24%) and Walmart (22%) are the top victims of this trend,
followed by Target (9%) and, more distantly, by Home Depot (4%), Lowe's (3%)
and Barnes & Noble (3%).

  oMen (30%) are more likely to report Best Buy as their top showrooming
    location than women (17%).
  oThe inverse is true for Walmart (18% men – 27% women) and Target (7% men –
    12% women), with women more likely than men to identify each of these
    retailers as their most frequent showrooming stop.

And which online retailers are snapping them up?

When showroomers are asked to name the online retailer they most frequently
purchase from after visiting a brick and mortar store, Amazon (57%) is the
dominant response; the online mega-retailer is mentioned by the majority of
showroomers, at more than a 10:1 ratio over the next strongest mentions (eBay
and Walmart, at 5% each). Other online retailers mentioned by over 1% of
showroomers include Best Buy (3%), Target, Lowe's and Home Depot (2% each).

Looking specifically at those who typically showroom at the top three brick
and mortar stores:

  o8% of Best Buy showroomers go on to purchase from Best Buy online, 71%
    from Amazon.
  o11% of Walmart showroomers go on to purchase from Walmart online, 64% from
    Amazon.
  o12% of Target showroomers go on to purchase from Target online, 72% from
    Amazon.

How much do showroomers spend?

Showroomers report spending an average of $211.80 the last time they purchased
a product online after examining it in a brick and mortar store.

  oAverage spending is significantly higher among those who typically visit
    Best Buy's showroom ($281.50) than among those who prefer to do their
    in-person scouting at Walmart ($119.10) or Target ($79.30).
  oAverage spending is also significantly higher among male showroomers
    ($269.80) than among their female counterparts ($148.70).

Making a game of it

Mimicking rankings for everyone's favorite fall sport – football – the study
also ranks retailers by their net takeaway score. This newly created score
looks at customer turnovers (percentage showrooming at the identified brick
and mortar store) and recoveries (percentage that then go on to purchase from
the specified website) they made as compared with competitors. While Amazon
(57) and eBay (5) both show positive scores by default – since they lack any
brick and mortar presence at this time – Amazon's dominant position is
nonetheless worthy of recognition. Best Buy (-21) and Walmart (-17) lose more
shoppers to other online retailers than they are able to recover, as does
Target (-7).

Gift Cards

For many holiday shoppers, gift cards represent a perfect balance of trying to
give a loved one the ability to get whatever they want, with the desire to
customize their gift at least somewhat to their tastes.

Clothing/apparel gift card Americans would most like to receive…

When U.S. adults are asked to select (from a provided list) the
clothing/apparel retailer they would most want to receive a gift card from,
Victoria's Secret (15%) and LL Bean (13%) are the top selections, followed by
Ralph Lauren (7%) and Gap (6%).

  oVictoria's Secret interest is, perhaps predictably, stronger among women
    (25%) than men (4%).
  oConversely, LL Bean (16% men – 10% women) and Ralph Lauren (10% men –3%
    women) are both more popular selections among men than among women.

Clothing/apparel gift card Americans are most likely to give…

Victoria's Secret (17%) is again the top selection when Americans are asked to
select (from the same list) the clothing/apparel retailer from which they
would be most likely to buy someone a gift card, followed by Gap (9%), LL Bean
(also 9%) and Abercrombie & Fitch (5%).

  oVictoria's Secret is the top mention among both men (15%) and women (19%),
    though it is worth noting that it is a stronger selection among women.

       oAlso worth noting – to the dismay of some women, surely – is the fact
         women are far more likely to indicate most wanting a Victoria's
         Secret gift card (25%) than men are to select it as the gift card
         they would most likely purchase (15%).

Department stores and deals

Americans gravitate toward department stores during the holiday season for
many of the same reasons they look to online retailers – they can get a
variety of their shopping done in a single place, and they can usually save
some money while doing so.

Among the 74% of Americans who have shopped thus far this holiday season,
roughly six in ten (61%) confirm having done so at a department store.

When U.S. adults who have shopped at a department store this holiday season
are asked at which stores (from a provided list) they have found the best
deals, Kohl's (32%) is the top selection, followed by jcp (23%) and Macy's
(15%).

TABLE 1
HAVE EVER SHOWROOMED
"Thinking about shopping, have you ever visited a brick and mortar store to
examine a product before purchasing it elsewhere online?"

Base: All U.S. adults

    Total
    %
Yes 43
No  57

Note: Responses may not add up to 100% due to rounding.

TABLE 2
BRICK & MORTAR STORE MOST FREQUENTLY SHOWROOM AT
"In general, which brick and mortar store do you most frequently visit to
examine a product before you purchase it online elsewhere?"

Base: U.S. adults who have showroomed

                          Total Gender
                                Men Women
                          %     %   %
Best Buy                  24    30  17
Walmart                   22    18  27
Target                    9     7   12
Home Depot                4     5   3
Lowe's                    3     4   3
Barnes & Noble            3     4   2
Macy's                    2     1   3
Sears                     2     2   2
Kohl's                    1     1   1
JCP (JCPenney)            1     *   1
Bed Bath & Beyond         1     1   1
Victoria's Secret         *     *   *
Gap                       *     *   -
J. Crew                   *     -   *
Various / Depends on item 4     3   4
Other                     18    19  18
None                      1     1   1
Not at all sure           2     2   1
Declined to answer        3     3   4

Note: Responses may not add up to 100% due to rounding.
* signifies less than 1%
- signifies 0%

TABLE 3
ONLINE RETAILER MOST FREQUENTLY PURCHASE FROM AFTER SHOWROOMING
"In general, which brick and mortar store do you most frequently visit to
examine a product before you purchase it online elsewhere?"

Base: U.S. adults who have showroomed

                             Total Showroomers
                                   Best Buy Walmart Target
                             %     %        %       %
Amazon                       57    71       64      72
eBay                         5     7        6       7
Walmart                      5     1        11      2
Best Buy                     3     8        2       -
Target                       2     1        3       12
Lowe's                       2     *        2       -
Home Depot                   2     -        -       -
Sears                        1     -        1       -
Nordstrom                    *     1        -       2
Kohl's                       *     -        *       -
Macy's                       *     -        *       -
JCP (JCPenney)               *     -        -       -
Bloomingdale's               *     -        -       -
Variety / Depends on item or
                             3     1        1       3
price
None                         4     2        2       -
Don't know                   1     1        -       -
Declined to answer           3     1        1       -

Note: Responses may not add up to 100% due to rounding.
* signifies less than 1%
- signifies 0%

TABLE 4
MONEY SPENT ONLINE LAST TIME SHOWROOMED
"Thinking of the last time you purchased a product online after examining it
in a brick and mortar store, how much did you spend online? If you are not
sure, please provide your best estimate."

Base: U.S. adults who have showroomed

                     Total   Gender          Showroomers
                             Men     Women   Best Buy Walmart Target
                     %       %       %       %        %       %
$1-$20               15      13      18      8        17      12
$21-$25              6       4       7       2        9       11
$1-$25 [NET]         21      17      25      10       26      23
$26-$49              11      11      11      7        13      24
$50                  10      9       12      9        15      16
$1-$50 [NET]         42      37      47      26       54      63
$51-$99              12      10      14      8        11      10
$100                 9       9       9       6        8       8
Up to $100 [NET]     63      57      70      40       73      81
$101-$150            7       8       6       10       6       4
$151-$200            8       7       9       10       6       10
$201-$500            14      18      10      27       11      3
$501+                7       9       5       12       3       1
More than $100 [NET] 37      43      30      60       27      19
MEAN SPENDING        $211.80 $269.80 $148.70 $281.50  $119.10 $79.30

Note: Responses may not add up to 100% due to rounding.

TABLE 5
APPAREL STORE WOULD MOST WANT A GIFT CARD FROM
"[Thinking of gift cards / Again thinking of gift cards], among the following
clothing and apparel stores, from which one of these would you most want to
receive a gift card?"

Base: All U.S. adults

                    Total Gender
                          Men Women
                    %     %   %
Victoria's Secret   15    4   25
LL Bean             13    16  10
Ralph Lauren        7     10  3
Gap                 6     6   6
Abercrombie & Fitch 3     5   2
Banana Republic     3     3   4
Urban Outfitters    3     3   3
J. Crew             2     3   1
Other               34    31  36
Not at all sure     15    20  10

Note: Responses may not add up to 100% due to rounding.

TABLE 6
APPAREL STORE WOULD MOST LIKELY GIVE SOMEONE A GIFT CARD FROM
"[Thinking of gift cards / Again thinking of gift cards], among the following
clothing and apparel stores, from which one of these would you most likely
give someone a gift card?"

Base: All U.S. adults

                    Total Gender
                          Men Women
                    %     %   %
Victoria's Secret   17    15  19
Gap                 9     10  9
LL Bean             9     10  8
Abercrombie & Fitch 5     5   5
Ralph Lauren        3     5   2
Banana Republic     3     3   2
Urban Outfitters    2     3   2
J. Crew             2     2   2
Other               29    23  34
Not at all sure     21    24  17

Note: Responses may not add up to 100% due to rounding.

TABLE 7
HAVE SHOPPED AT A DEPARTMENT STORE SO FAR THIS HOLIDAY SEASON
"When thinking about shopping this holiday season so far, have you shopped at
a department store?"

Base: All U.S. adults

                                            Have

                                            shopped this
                                      Total
                                            holiday

                                            season
                                      %     %
Yes                                   45    61
No                                    28    39
N/A – I have not shopped this holiday
                                      26    N/A
season

Note: Responses may not add up to 100% due to rounding.

TABLE 8
DEPARTMENT STORE WHERE YOU HAVE FOUND THE BEST DEALS THIS HOLIDAY SEASON
"Thinking about the items you have shopped for this season, at which of these
department stores have you found the best deals?"

Base: U.S. adults who have shopped at a department store this holiday season

                  Total
                  %
Kohl's            32
JCP (JC Penney)   23
Macy's            15
Dillard's         3
Lord & Taylor     1
Bloomingdale's    1
Nordstrom         1
Neiman Marcus     *
Saks Fifth Avenue *
Other             18
None              5

Note: Responses may not add up to 100% due to rounding.
* signifies less than 1%

Methodology
This Harris Poll was conducted online within the United States between
November 27 and 29, 2012 among 2,249 adults (aged 18 and over). Figures for
age, sex, race/ethnicity, education, region and household income were weighted
where necessary to bring them into line with their actual proportions in the
population. Propensity score weighting was also used to adjust for
respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling,
are subject to multiple sources of error which are most often not possible to
quantify or estimate, including sampling error, coverage error, error
associated with nonresponse, error associated with question wording and
response options, and post-survey weighting and adjustments. Therefore, Harris
Interactive avoids the words "margin of error" as they are misleading. All
that can be calculated are different possible sampling errors with different
probabilities for pure, unweighted, random samples with 100% response rates.
These are only theoretical because no published polls come close to this
ideal.

Respondents for this survey were selected from among those who have agreed to
participate in Harris Interactive surveys. The data have been weighted to
reflect the composition of the adult population. Because the sample is based
on those who agreed to participate in the Harris Interactive panel, no
estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National
Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or
promotion without the prior written permission of Harris Interactive.

Brand names used herein are trademarks or registered trademarks of their
respective owners.

The Harris Poll^® #67, December 12, 2012
By: Larry Shannon-Missal, Harris Poll Research Manager

About Harris Interactive
Harris Interactive is one of the world's leading market research firms,
leveraging research, technology, and business acumen to transform relevant
insight into actionable foresight. Known widely for the Harris Poll® and for
pioneering innovative research methodologies, Harris offers proprietary
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and consumer package goods. Additionally, Harris has a portfolio of
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specializes in delivering research solutions that help us – and our clients –
stay ahead of what's next. For more information, please visit
www.harrisinteractive.com.

Press Contacts:
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Harris Interactive
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press@harrisinteractive.com



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