Welcome to Black Friday, one of the busiest in-store shopping days of the year in the U.S. And Cyber Monday is right around the corner, a holiday that was created to push online sales. Given this intense shopping period, I decided to look at online and in-store satisfaction levels of U.S. consumers who had purchased two major holiday categories, TVs and computers.
I examined data for 1,300+ consumers who had recently purchased TVs and 1,600+ who had purchased computers. The analysis compared satisfaction across multiple steps in the process for online and in-store buyers across just about every element of the new purchase experience.
As you can see from the chart below, consumers are happier with the TVs and computers that they end up purchasing in stores. While the information for making a decision is more satisfying online, just about every other part of the process is better in stores.