Consumers find enjoyment in in-store shopping, convenience in online

An overview of Morning Consult's latest Retail Industry report regarding In-store vs Online shopping.

Consumers still find in-store shopping enjoyable, but inflation is straining the experience, according to a recent trend report from intelligence firm Morning Consult.

Convenience and time savings were reported as major reasons that consumers chose to shop online rather than in-store, with 76% of surveyed consumers choosing this option for convenience and 69% choosing it for time savings. Notably, however, more consumers reported the in-store experience as being enjoyable, compared to 43% preferring the online experience for enjoyment.

But in general, fewer consumers report finding shopping enjoyable in the past year, in the midst of high inflation and...

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