September 18, 2018

In-store shopping still matters this holiday season

By Kelli Hollinger AP's The Conversation
This article was published November 24, 2017 at 4:00 a.m.

It surprises most millennials to learn that only about 10 percent of all retail purchases are actually made online. Each semester, when I ask hundreds of undergraduate business students to estimate, they consistently guess that between a quarter and half of all retail spending happens on the internet. But this holiday shopping season, as ever in the past, the overwhelming majority of purchases will still happen within four physical walls of a store.

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