1 in 4 customers wait six months before making an expensive purchase, study finds

Almost a quarter (24%) of customers spend up to six months on research before making a considered purchase, according to new stats.

When looking to buy a luxury item, like a car, new kitchen or sofa, the majority of consumers (28%) will typically spend up to a month properly researching the options available before making a decision. And some customers (7%) are even taking over six months to make a final decision – stating a need to be confident they have made a good purchasing decision.

The study of 1,000 UK consumers, conducted by ecommerce agency PushON, found that people are now combining online and in-store shopping to help make the right purchasing choice.

79% said they have found an expensive product online that they have liked, but have then gone in store to make the final purchase so they can see what the item looks like in reality.

70% have bought an expensive item online, but only after they have seen the product in store first to know exactly what they are buying.

The research, which was carried out as part of PushON’s ‘Webrooming vs Showrooming report’, highlights consumers’ shopping preferences and how retailers need to improve the shopping experience to support customers right through to the point of sale.

PushON managing director Sam Rutley said: “Parting with large amounts of cash is a huge decision for consumers, as they need to be sure they will like the product after they’ve bought it.

“It’s clear from the research that consumers don’t feel confident enough to make expensive purchasing decisions straight away and are taking a long time to research all their options to make a final choice that they know they’ll be happy with.

“There are a number of factors that are affecting customer’s decisions, whether that’s price, customer service, the quality of the product or the delivery options. Of course, shoppers want to make sure they’re getting the best deal for their money. Therefore, it’s up to retailers to close the purchasing gap by providing a truly omnichannel experience and engaging with shoppers on various channels to build better relationships. This way, shoppers will have all the information they need to make an informed decision and then follow through with that final purchase.”