Showrooming Shows Up Big in Harris Poll

NEW YORK-More than two out of five U.S. adults have "showroomed"--shopped for a product in a brick-and-mortar store, then purchased it online--according to a poll conducted by Harris Interactive between Nov. 27-29.

The survey, which queried 2,249 adults, found that Amazon.com is the online retailer from in which most of these showrooming purchases occurred, cited by 57 percent of the respondents. eBay and walmart.com were tied for second at a distant 5 percent each, followed by bestbuy.com (3 percent) and target.com, lowes.com and homedepot.com (2 percent each).

The stores that are showroomed most frequently are Best Buy, cited by 24 percent of the participants, and Walmart at 22 percent. Target was mentioned by 9 percent of the respondents, followed by Home Depot (4 percent), Lowe's (3 percent) and Barnes & Noble (3 percent).

The showroomers in the survey also said they spent an average of $211.80 the last time they bought a product online after seeing it in a store. The average showrooming spending was greatest for those who showroomed at Best Buy at $281.50, compared to $119.10 at Walmart stores and $79.30 at Target stores.

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN May digital issue

    HFN's DIGITAL EDITION

    May 2017


    COVER STORY: HFN Turns 90

    We commemorate HFN's 90th anniversary by paying tribute to the iconic retailer and supplier brands--and the people--that have helped the industry flourish, then and now.


    ALSO IN THIS ISSUE:

    • Up & Coming Leaders - The home industry is in capable and visionary hands as this year’s 40 Under 40 list attests. Today’s young leaders span all disciplines and varied levels of operation.
    • Omnichannel Retailing - In the Mobile App World, Time is Money