Despite the rise of e-commerce, 92% of Europeans still prefer physical stores for their shopping. Austria (17%) and France (13%) stand out as the countries most inclined towards online-only shopping.
This is revealed by the study “The State of Shopping 2024” on shopping trends conducted by ShopFully in collaboration with Offerista Group. The analysis, carried out in February of this year and involving around 11,000 consumers from eight European countries, including Spain, Italy, France, and Germany, offers an in-depth view of the preferences and shopping habits of consumers in the Old Continent.
As for Spaniards, they place great importance on touching and trying products before buying them, with 61% of consumers choosing physical stores for this reason. In-store offers (51%) and immediate possession of the product (29%) are also key reasons. Specifically, 57% of Spaniards prefer to buy food, beverages, pharmacy, and drugstore items in person. However, for electronics (32%), fashion (27%), and children’s items and toys (27%), the preference for online shopping is notable, although the preference for physical stores still prevails.
On the other hand, the study reveals that when shopping online, “click and collect” emerges as a highly appreciated option in Spain, with 88% of consumers favoring it. This figure far exceeds the German average (44%) and the Italian average (64%). Additionally, 86% of Europeans who opt for this method end up buying additional products when collecting their order in the store. These data demonstrate the growing importance for physical stores to incorporate digital services like “click & collect,” not only as a convenience for consumers but also as an effective strategy to stimulate additional purchases and enhance the shopping experience.
Consumers in Search of Promotions Throughout the Year
The study reveals a notable preference for personalization in Spain. Sixty percent of Spanish consumers are willing to share their shopping preferences to receive personalized messages, surpassing the European average (50%). In contrast to Spain, 73% of Germans and 56% of Italians prefer not to do so.
The study also highlights that promotions are a fundamental element for European consumers. Ninety-four percent of respondents consider them an important factor in their purchasing decisions, with Italians (98%) and Spaniards (96%) valuing them the most. Additionally, 53% of Spaniards seek offers throughout the year, not limiting themselves to specific events like Black Friday or Cyber Monday.
A Trend That’s Here to Stay: Almost half of Spaniards (49%) do not expect an increase in their purchasing power for 2024. To cope with these challenges, 47% plan to limit their spending on decoration and furniture (41%), electronics (41%), and clothing (37%).
Lastly, sustainability is becoming an increasingly relevant factor for consumers. Only 9% of Europeans do not consider it when shopping. In Spain, 49% would be willing to pay more for sustainable or ethically produced products, a figure that rises significantly in Hungary (70%) and Germany (60%).
“In summary, the Spanish consumer of 2024 is brand disloyal, a lover of physical stores, receptive to personalization, and eager for offers. Brands that want to win their hearts will need to offer competitive prices, attractive in-store shopping experiences, and products that align with consumer values,” says ShopFully.
Source: Financial Food