NRF Study Suggests Brick-and-Mortar Is Thriving

Whether shopping in-store or online, consumers are typically seeking to buy a certain item rather than just browsing, with 73% saying that’s the case with brick-and-mortar stores and 54% online, according to the report. In either case, 58% rated being able to find what they want quickly and easily as their top factor in determining where to shop. Shopping "just to browse" has shifted to being more popular online (by 46%) than in stores (27%).

Among those shopping online, 68% expect free shipping, even on purchases of less than $50, with 47% saying they typically back out if shipping isn’t free. And 38% expect two-day shipping to be free, while 24% expect free same-day shipping.

The survey found that 59% of consumers are interested in special events retailers hold to draw customers into stores or onto websites, including the ability to try out products, exclusive access to sales, demonstrations and product tutorials. Millennials are particularly enthusiastic about special events—44% said they're "very interested," compared with 25% of consumers overall. And millennial men (60%) were more likely to be "very interested" than millennial women (28%).