57% of Showroomers Test Products, Then Head to Amazon
We've all felt that twinge of uncertainty when making a purchase online. It's cheaper, but we worry that by buying sight unseen, we won't receive exactly what we anticipated. That's why more shoppers, especially during the holiday season, are "showrooming." Showroomers experiment with products in-store then buy them online later for less money. The trend is hitting big retailers like Best Buy and Wal-Mart, as consumers use the brick-and-mortar stores to test-drive devices like smartphones and e-readers before buying from retailers like Amazon.com, where products are cheaper on average.