Shoppers Demand Convenience

Survey finds consumers rate convenience more highly now than five years ago. 

January 28, 2020

ALEXANDRIA, Va.—The National Retail Federation has released the results of a recent consumer survey concluding that consumers are more time-crunched than ever, and they insist on convenience when they shop.

According to the NRF survey report, more than nine in 10 consumers are likely to choose a retailer based on convenience, because shoppers expect retailers to help them save them time and minimize their efforts.

When the NRF asked survey respondents what matters most when shopping, they overwhelmingly chose quality and price. However, when asked if they’d ever backed out of a purchase because it was inconvenient for them, 97% said yes. In addition, 83% said convenience was more important now than it was five years ago.

In the past five years, consumers said they are spending more time on family (61%), work/school (52%), commuting (45%) and shopping (43%), and one-third feel they have less free time now than they did then. As a result, 52% said half or more of their purchases are influenced by convenience.

Because time is money, consumers appreciate services, such as Amazon Prime and Instacart. Of the consumers surveyed, 66% said they pay for one or more delivery shipping services. When it comes to buying groceries, 66% said they were willing to spend more, such as delivery, to get convenience. BOPIS, the buy-online-pickup-in-store service, makes shopping more convenient no matter what the customer is purchasing, and 70% say it has improved their personal shopping trips.

Retailers’ efforts to make shopping more convenient is paying off. Of the consumers surveyed, 86% said that shopping is more convenient than it was five years ago.

The NRF survey included 2,949 U.S. adults (age 18-plus) polled during October of last year. The poll has a margin error of plus or minus 2% points.