Online Shopping vs. Brick and Mortar Stores
There was a time when stores would boast: "If we don't have it, you don't need it." In today's world, if a shopper can't find what he wants at the mall (Black Friday, anyone?), he can make an online purchase on his phone in the mall parking lot within minutes of leaving the store (or maybe save it for Cyber Monday!). However, the long lines and large crowds at the stores during the holidays attest to the fact that not everyone shops online. So why do people face those maddening swarms in the department stores and malls, when they could so easily sit at home in their pajamas and browse the internet?
Want instant gratification?
Going into an actual store and making a purchase means you don't have to wait and see if what you're buying is what you really want. It's so much easier to see that you're choosing the right color or size when you're physically in front of the item. Shopping online, unless it's an item you're already familiar with, can be akin to spinning a roulette wheel.
The immediacy of an in-store purchase often appeals to the impatient or tactile shopper. While many online purchases are often shipped within 48 hours these days, some people just prefer the instant gratification of taking home their purchase today.
Do it with a friend!
Another factor that comes into play is socializing. For many people, shopping is an activity that can be shared with a friend or two. Several people hovering over an iPad just isn't the same as an afternoon trying on clothes and having lunch at the local mall.
And—believe it or not!--there are still consumers who are not computer savvy, or have no regular access to computers.
Or…shop in your pajamas!
Online shopping has great advantages though. It's much easier to compare brands and prices. Reviews are easy to find, and can often give consumers great insight into whether a product may fit their needs. It's convenient, too—the internet never closes, so insomniacs can make purchases well into the wee hours.
It's also true that if you want it, you can find it online. Out-of-print books, the hard-to-find candy your girlfriend likes, or a lime green, zebra print blanket—all can be yours with a few clicks of the mouse. It's impossible for any single store—or all the stores in any single town, for that matter—to carry that wide an assortment in its inventory.
Stress-free shopping!
A virtual store means that there's no driving, no searching for a parking space, and no standing in line at the cash register. That accessibility can have a great appeal.
Online shopping will never replace shopping in local stores and the mall, and vice versa. Consumers will make their choice as to where to shop based on various things, most often simply their mood of the day.
What about you? What’s your fave? Do you prefer one mode of shopping more than the other?