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Men Leading Resurgence of IRL Shopping

56% of men prefer to find new products in-store, a recent study finds.

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A new report from 5W Public Relations found that men are leading the resurgence of the IRL shopping experience, the firm said in a press release.

The 2022 Consumer Culture Report from 5W also revealed that more than half of the consumers surveyed prefer to find new products in-store as opposed to online.

These shopping preferences are especially predominant in consumers between the ages 25 and 34, and of those who responded, 56 percent of men prefer to find new products in-store compared to 48 percent of women.

“When we see who prefers shopping in-store, it’s important to understand what it is, specifically, they might be shopping for. For example: Consumers between the ages of 25 and 34 might be purchasing furniture for a new house or apartment, and that’s something that many prefer to see and feel in person before making the purchase,” said 5WPR Co-CEO, Dara Busch. “Knowing what target demographics are shopping for in-store and why, can help brick-and-mortar locations build an in-store experience and/or window display that draws the customer in.”

According to the study, the top three elements that inspire in-store shopping are in-store experiences; sales staff support and advice; and an activity to share with friends.

The research was conducted by Censuswide, who surveyed 2002 respondents aged 16 and up across the US.

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