In a surprising twist for the digital age, 60% of consumers still discover new products by browsing physical retail stores, slightly more than those who find them on online marketplaces, according to Salsify. The preference for tangible exploration, with 60% of consumers discovering new products by browsing physical retail stores, confirms the enduring value of brick-and-mortar spaces in the initial stages of a shopper's journey, even as digital channels proliferate.
However, online shopping continues its exponential growth, and social media drives direct purchases, creating a tension where physical retail stores still lead as the top method for new product discovery. This paradox demands local retail businesses adapt to evolving consumer habits in 2026.
The most successful local businesses will master a hybrid strategy, leveraging their physical presence for initial engagement while optimizing digital channels for research, transaction, and fulfillment, ensuring they meet changing customer demands.
The Unstoppable Rise of E-commerce
- $11.8 billion — U.S. consumers spent a record $11.8 billion online on Black Friday 2025, according to Sdvoice Info.
- $8.9 trillion — By 2030, online shopping sales are expected to hit $8.9 trillion, according to Business.
The record $11.8 billion spent online on Black Friday 2025 and the projected $8.9 trillion in online shopping sales by 2030 confirm the massive, accelerating shift of consumer spending towards digital platforms. The record Black Friday sales foreshadow the immense scale e-commerce will reach, making a robust online presence non-negotiable for retailers aiming to capture a share of this growing market.
The Hybrid Shopper and Social Commerce Imperative
As 2026 progresses, 67% of shoppers participate in webrooming, researching products online before making a purchase in-store, according to Salsify. The fact that 67% of shoppers participate in webrooming demonstrates the integrated nature of modern consumer habits.
