Though college students are the most connected generation in history, they’re taking a decidedly old-school approach to how they shop. According to recent Barnes & Noble College research, 82 percent of college students said they prefer to shop for spirit clothing and gifts in store. Students crave the ability to see, touch, and try on merchandise before making their purchases—and they value face-to-face, personalized interactions with store associates. Sure, they’re using their cell phones and laptops to research before buying, but when it comes to making a purchase, the brick-and-mortar store is preferred.
Source: Barnes & Noble College | College Insights