THE HABITS OF SPORTING GOODS SHOPPERS All Retailers Need to Know About
- February 14, 2017
- By Team Realtree
An extensive study from the National Sporting Goods Association tells a lot about the habits of sporting goods shoppers in the U.S. Shopper Playbook – Insights into the Sporting Goods Shopper, used information from 1600 sporting goods shoppers and 3600 in-store observations to assist retailers in growing their businesses. Here are some of the key takeaways.
The majority of shoppers research before they buy
Sporting Equipment 67%
Sporting Apparel 45%
Which resources do shoppers use to learn about products?
Source of Information Most Influential
Amazon 26% 12%
Store Website 24% 10%
Personal Recommendations 19% 11%
Seeing/Trying Item(s) in-store 19% 13%
In-Store Displays 18% 8%
Google/Google Shopping 17% 5%
Manufacturer’s Website 16% 5%
Retail Store Associates 11% 3%
Where do shoppers visit before making a purchase?
Sporting Equipment 3.5 1.9
Footwear 4.2 3.6
Sporting Apparel 2.1 1.6
In-Store vs. Online Purchases
Retailers take note!
29% of in-store shoppers purchase an unplanned item
8% browse or shop in-store and then go back to purchase online
18% use a smartphone inside the store to help make decisions
Nearly 33% of sporting goods shoppers leave the store without making a purchase. But why?
Didn’t like the selection 31%
Not in stock 24%
Not on sale 20%
Couldn’t find 17%
Not high quality 7%