This holiday season, expect to see it all. In addition to online shopping, consumers will dip their toes into spending in the metaverse along with a return to stores.
Forty-two percent of consumers plan to incorporate the metaverse into their shopping this holiday season, with the majority (88%) planning to shop for their avatar, according to a recent survey by human insight company UserTesting. The survey of more than 2,000 American shoppers by market research company OnePoll found a nearly even split between men (350) and women (394) who will shop in the metaverse, with the majority falling between the ages of 26 and 41.
In addition to providing a metaverse experience for shoppers, retailers should consider “phygital” strategies that combine elements of digital and physical experiences, according to Janelle Estes, chief insights officer at UserTesting. “For example, Target shoppers can check inventory online, see exactly where it is in the store, and then go find it and buy it themselves or order it to be delivered curbside,’’ Estes told TechRepublic. “Options and convenience are critical to keeping customers coming back.” Forrester Vice President and Research Director Mike Proulx characterized mainstream commerce in the metaverse as very new. “While I’m sure parents will be stocking up on Roblox ‘Robux’ gift cards for their kids, no one is going to be rushing to 3D virtual worlds to score Black Friday deals anytime soon,” he said.