Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
SurveysOct 02, 2017
NRF: 79% of Consumers Still Shop Primarily In Store
The statistic was one of many found in a recent survey done for the first edition of the association’s quarterly Consumer View report.
Even though there’s so much focus on digital channels these days, only 21 percent of consumers said they buy the majority of their goods online, a recent NRF survey found.
Washington--Despite the increased focus on digital and mobile shopping channels, most consumers still shop in stores primarily, according to a new study from the National Retail Federation.
The NRF just launched Consumer View, a quarterly report designed to gauge consumer behavior and shopping trends.
It partnered with Toluna Analytics to produce the reports, surveying 3,002 consumers between July 20 and 25, and released the first edition with insights into experiences with technology, what brings the younger generation into the store, and what differentiates the online and in-store shopper.
What did the survey uncover about where consumers are shopping today? Among the insights was the fact that brick-and-mortar retail remains an important touchpoint for modern consumers.
In fact, 79 percent of consumers said they purchase half or less of their items online, meaning the majority of them still are primarily in-store shoppers. Only 21 percent indicated that they buy the majority of their goods online.
The latter number, not surprisingly, goes up to 34 percent when isolated to just Generation Z and its slightly older counterpart, Generation Y or the millennials.
However, that doesn’t mean members of these two demographic groups no longer visit stores.
“This report shows that the bricks-and-mortar store is still the cornerstone of American retail and likely will be for many years to come, as consumers seek authentic interaction and experiences with retailers,” NRF President and CEO Matthew Shay said. “Despite the changes in our industry, there is an appeal to seeing and touching merchandise in person and being able to engage with fellow human beings that has yet to go away. Even younger shoppers see the value of the store.”
When it comes to convincing the younger generations to come into the store, the survey shows that they can be swayed to visit physical stores when they are offered a new experience, or to pick up products purchased online.
And, in fact, about half of millennials and Gen Xers surveyed indicated they’re shopping in stores more than they were a year ago.
“Despite the changes in our industry, there is an appeal to seeing and touching merchandise in person and being able to engage with fellow human beings that has yet to go away.”-- Matthew Shay, NRFIn the survey, this holds true across all age groups. Fifty percent of survey-takers said they are visiting physical stores about the same as they used to, with
another 28 percent saying they are doing so more often.
And even though, overall, 74 percent of respondents said they typically visit a store to pick up something specific rather than to browse, the younger generation is more likely to see a retail store as an opportunity to socialize--to hang out with friends, to talk to a sales associates and to explore.
The Technology Touch
Interestingly, while many conversations regarding the retail industry revolve around the technologies that will create the “stores of the future,” the NRF’s survey showed that many of these still are on the periphery of consumer awareness and usage.
Today’s shoppers are more concerned with the innovations that impact the most important parts of their retail experience--how they pay for items and how they get their purchases.
As such, payment and fulfillment technologies lead consumer awareness; nearly seven out of 10 consumers have heard of mobile payment options and “buy online, pick up in store” options, and more than half have tried them.
Meanwhile, with in-store digital displays, for example, only 30 percent of consumers are aware of that technology. Of those, only a little more than half have actually tried them. For augmented reality, that number decreases to 20 percent aware and about half having used the technology.
When it comes to what they want next, shoppers are most interested in trying 3-D printing and drone delivery.
And even though, overall, 74 percent of respondents said they typically visit a store to pick up something specific rather than to browse, the younger generation is more likely to see a retail store as an opportunity to socialize--to hang out with friends, to talk to a sales associates and to explore.
The Technology Touch
Interestingly, while many conversations regarding the retail industry revolve around the technologies that will create the “stores of the future,” the NRF’s survey showed that many of these still are on the periphery of consumer awareness and usage.
Today’s shoppers are more concerned with the innovations that impact the most important parts of their retail experience--how they pay for items and how they get their purchases.
As such, payment and fulfillment technologies lead consumer awareness; nearly seven out of 10 consumers have heard of mobile payment options and “buy online, pick up in store” options, and more than half have tried them.
Meanwhile, with in-store digital displays, for example, only 30 percent of consumers are aware of that technology. Of those, only a little more than half have actually tried them. For augmented reality, that number decreases to 20 percent aware and about half having used the technology.
When it comes to what they want next, shoppers are most interested in trying 3-D printing and drone delivery.
More on Surveys
The Latest
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
Weekly QuizNov 13, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
AuctionsNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
GradingNov 12, 2025
It’s Time: GIA’s Express Holiday Service Is Back GIA is offering next-day services for natural, colorless diamonds submitted to its labs in New York and Carlsbad.
MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
