Retailers’ online presence and advertisements impact US consumers prior to making a purchase, according to a Plumb Club survey.
The study found 60% of consumers felt that it was important or very important to choose a retailer based on its current and updated online presence, the Plumb Club said Wednesday. The data came from the organization’s Industry and Market Insight 2025 survey, which explored the factors that influenced consumers’ purchase choices.
Advertising played a key role for shoppers when choosing a retailer, with 61% of respondents preferring ads that were product-focused, without models. Meanwhile, 25% said they connected more with promotional materials that featured relatable models. Fashion icons ads rated the least impactful, with just 14% of consumers answering positively. A majority, 58% — a 3% increase from the 2023 survey — considered it important or very important for retailers to demonstrate diversity and inclusivity in their advertising and online presence.
Some 82% of those polled reported that knowing the salesperson’s credentials, certificates or education regarding the product was an important factor prior to purchase. This is a rise of 3% over the previous study.
The origin of a retailer’s products, along with its commitment to sustainability and eco-friendliness, was also an important consideration before buying. Some 26% believed shops should offer US-made products, while 25% wanted a retailer to know or verify where the product was produced. A further 13% responded that retailers should have a commitment to sustainability or eco-friendliness.
The Plumb Club conducted the study in collaboration with Paola De Luca and research firm Qualtrics. The researchers polled 2,000 consumers from a demographically and psychographically mixed sampling across the US between the ages of 25 to 60 with a household income of over $75,000. The organizations will present the full results of the survey on June 7 at JCK Las Vegas.
Image: A jewelry store. (Shutterstock)
