Key stat: Nearly three-quarters (73.5%) of US adults at least sometimes check prices or inventory online before visiting a store, according to a May survey from Locala and EMARKETER.

Beyond the chart:

• Price and product availability are two of the three top factors US adults cite when deciding where to shop, according to August 2024 data from LendingTree.
• Yet only 30% of US retail business decision-makers have full visibility into price and promotion execution and only 24% have full visibility into out-of-stocks, according to March 2025 data from Coresight Research and Simbe.

Use this chart: Retailers should lean into the “hybrid shopper.” Clear online price and inventory info can reduce friction, boost store traffic, and prevent lost sales. For marketers, this is an opportunity to nudge customers at the research stage with personalized offers or real-time stock updates.

Related EMARKETER reports:

• Retail and Ecommerce Sales Benchmarks: Q2 2025 (EMARKETER subscription required)
• Holiday Shopping 2025 (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Locala.

Methodology: Data is from the August 2025 Locala and EMARKETER Survey "Online and In-Store Shopping." 2,850 US adults ages 18+ were surveyed online during May 2025. 61% of respondents identified as female. 75% of respondents identified their household income as $74,999 or less.