While millennial female shoppers are good at leveraging the Web for research and price shopping, they still gravitate to the mall first to research and to shop, according to Teen Vogue, which explored the role malls and the Web play in millennial shopping experiences.
Specifically with this year's holiday shopping, 65 percent of millennial females have done a majority of their shopping in-store versus 35 percent online. Overall, 78 percent shopped during the weekend after Thanksgiving, as 82 percent were looking for deals.
Of those surveyed, 19 percent research items online and then go to buy them in the mall for three big reasons. First, 75 percent want to see the products in person. Second, 44 percent want an opportunity to hang out with friends. And finally, 37 percent want a place to bond with mom.
Scanning products in-store and then purchasing online, or webrooming, is a growing trend among all demographics. At this year's Shop.org Summit, Healy Cypher, head of retail innovation, eBay, opened one breakout session by listing some staggering facts about the progress of digital, including that 78 percent of shoppers have webroomed. Even digital-savvy millennials prefer webrooming to showrooming by 5 percent.
"The big headline over Black Friday weekend was about record e-commerce sales," said Jason Wagenheim, Teen Vogue's VP and publisher. "But for the millennial shopper—especially the 16- to 26-year-old segment—the mall remains the most important part of the overall omnichannel shopping story. While she's definitely shopping more online and through mobile than in years prior, the brick-and-mortar experience still greatly matters."
These shopping trips often lead to additional purchases. While 98 percent of shoppers go in to buy gifts for others, 77 percent say they sometimes or always go to buy someone else a gift and "end up buying something for myself."
-See this Teen Vogue press release
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