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Across almost all product categories, US luxury shoppers are far more likely to make purchases in-store than online. Physical retail has the widest lead in the food and beverage category, followed by watches and jewelry. Digital gets the upper hand in only fashion and travel, suggesting that for many tangible luxury goods, shoppers prefer to see and feel them before spending big bucks.
Beyond the chart: While luxury shopping is very much still an in-person activity, 2 in 5 US adults who had bought luxury items in the past year did so online. Augmented and virtual reality may sway some of the holdouts: 70% of US luxury buyers familiar with the metaverse said they’re interested in shopping there.
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