Daily Dose of iQ: Impulse Clothing Purchases Comprise 32% of In-Store Sales, Says NPD Group

Apr 21, 2015 — Allan Pulga

The Chicago Tribune published stats from NPD Group yesterday (April 20), which looked at U.S. apparel sales over the past year.

Some of the highlights include:

  • Overall U.S. apparel sales increased by 2% year-over-year.
  • Online apparel sales were 19% higher during the 12-month period ending in February 2015; In-store apparel sales dropped 2% over the same period.
  • Online sales now account for 17% of apparel industry revenue.
  • Impulse purchases of apparel occur for 32% of in-store sales, compared with 22% of online sales.

I'm more of an in-store impulse buyer for sure.

That last stat resonated with me as -- looking at my own shopping tendencies -- I'm more of an in-store impulse buyer for sure. While I may make an impulse purchase while browsing online, I'm more likely to save the URL of an item I want and think about it for a few days before I pull the trigger and buy.

Whereas, when I'm shopping in-store, I feel more inclined to walk out with something I like, partly out of fear that it won't be at the store next time I come back, and partly because I just want the satisfaction of buying something new.

All of that said, it's a lot easier to return an in-store purchase, if you have second thoughts, than to return an online purchase that's already been shipped to your doorstep.

Topics: Mobile Industry, Customer Experience, e-Commerce, Retail Marketing

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