Forty three per cent of Pacific Northwest (PNW) consumers in the United States prefer to shop in stores, demonstrating the staying power of brick-and-mortar stores in the region, according to the Washington State University’s (WSU) Carson College of Business’ third annual holiday retail survey, which found only 17 per cent prefer to shop mostly online.

“Although consumers feel they get a better deal online, the rate they are shopping in stores is remaining steady, supporting the value of brick-and-mortar stores,” said Joan Giese, WSU clinical associate professor of marketing.

The survey examined more than 1,700 PNW consumers’ perceptions and attitudes toward the holiday shopping season and sought to understand how and where consumers are planning to do their shopping this year.

It found PNW consumers continue to turn toward Cyber Monday to catch the best deals, while Black Friday continues to lose its allure. Seventy six per cent of them plan to shop on Cyber Monday, while slightly less (56 per cent) plan to shop on Black Friday.

Sixty three per cent agree Black Friday sales and promotions are overwhelming, and 58 per cent agree there are better deals after Black Friday.

Only 49 per cent of baby boomers think the best deals can be found during Cyber Monday, while 73 per cent of gen Z are excited for Cyber Monday deals.

PNW consumers continue to prioritize spending time with family on Thanksgiving over shopping. Only 26 per cent of consumers are likely to shop on Thanksgiving. Fifty seven per cent of those who plan to shop on Thanksgiving say they will shop online, rather than in store.

While most PNW consumers shop discount retailers (81 per cent) and thrift stores (42 per cent), the majority (51 per cent) will likely go beyond their budget for holiday gifts.

Fibre2Fashion News Desk (DS)

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