MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
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
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
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.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
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.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
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.
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.
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.
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.
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.
