Harris: Showrooming, Webrooming Critical Holiday Shopping Tools

According to The Harris Poll, Showrooming, the shopper practice of examining a product at a brick and mortar store before purchasing it online, and Webrooming, the consumer practice of doing research online then making a purchase in store, have been going strong into the current holiday season.

According to a study conducted by the market research firm, Washington, DC is the top showrooming location among the most populous markets in the United States while San Francisco is the top webrooming location.

In their shopping up to the 2014 holiday season, 49% of shoppers in the United States said they have showroomed, up three points from a year ago, Harris pointed out. Meanwhile, 69% of U.S. shoppers have engaged in webrooming, consistent with the firm’s results from a year ago.

When specifically asked to think of their 2014 holiday shopping intentions, 51% of U.S. adults said they plan on employing at least one of the shopping tactics, with 45% considering webrooming, and 30% considering showrooming.