The data coming out of the most recent holiday shopping period continues to offer up some surprises. Take for example, the concept of “webrooming,” or the practice of researching products online, then purchasing them in a brick-and-mortar retail store. This is sort of the opposite of the dreaded “showrooming,” where the shopper goes to a retail store to select an item…then buys it online.
In an interesting new study from ORC International conducted in September 2016, a surprising number of consumers – fully 85% – said they would be webrooming this holiday shopping season.
