The National Retail Federation’s latest Consumer View report focuses on U.S. consumers’ demand for convenience when it comes to purchases and highlights their expectations for innovative ways to save themselves time and effort. In fact, 83% of consumers say convenience while shopping is more important to them now compared with five years ago, and a shocking 97% of respondent have backed out of a purchase because it was inconvenient for them.

While consumers overwhelmingly opt for quality and price in purchasing decisions, convenience offers retailers a competitive advantage. The success of delivery services like Instacart or DoorDash reinforces consumers’ willingness to pay for convenience. Of the nearly 3,000 Americans surveyed, 66% pay for at least one type of delivery service, and one-quarter say they pay for multiple delivery services.

The report also found that consumers prioritize convenience for certain types of purchases, specifically when it comes to everyday items such as groceries (63%) and personal care products (41%). And they are willing to pay for that convenience, especially when it comes to groceries (66% of consumers said they would pay more).

Consumers are showing their demand for convenience in the choices that they make, including which retailers they will spend their time and money with. The report shows that 72% of consumers are “much more likely” or “significantly more likely” to choose a retailer based on convenience. Retailers understand and are responding by offering a variety of innovations such as buy online, pick up in store, and two-day shipping.

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