Building on the previous shopper insights studies conducted in 2015 and 2020, NSGA executed a follow-up study designed to meet the following objectives:

• Understand product and retailer/channel consideration sets, including attitudes and behaviors that shape choice
• Identify purchase and decision influencers along the path to purchase
• Highlight the changes and consistencies of shopper behaviors, attitudes and habits in the sporting goods retail environment compared to 2020
• Assess habits and preferences regarding shopping at multi-brand stores/websites vs. single-brand stores/websites
• Understand how consumers service certain sporting goods equipment and how habits are influenced by original purchase locations

This report provides valuable insights into the influences, behaviors, and decision-making patterns that shape the sporting goods purchase journey, offering recommended actions to help businesses improve purchase conversion and customer satisfaction. It examines key variables such as product categories (equipment, footwear, and apparel), differences between high- and low-involvement purchases, purchase modality (in-store or online), and shopper age groups. With a particular focus on multi-brand retailing and product servicing, the report highlights opportunities for businesses to better understand how shopper behavior and channel dynamics have evolved. 

Examples of Insights Provided

• % of shoppers researching products prior to the purchase occasion
• Source of information used to research products
• Number of websites and physical stores visited prior to making a purchase decision
• Information sought prior to purchasing in-store vs. online
• % of shoppers who shop in-store only vs. online only vs. both in-store and online
• % of shoppers who prefer to purchase in-store vs. online
• Reasons shoppers purchase in-store vs. online
• Strengths and obstacles of shopper experiences in-store
• % of shopping occasions where the purchase is influenced during the shopping occasion
• % of purchases that are planned vs. unplanned and ways to maximize the potential for unplanned purchases
• Prevalence of showrooming (browsing in-store and then purchasing online)
• % of shoppers using a smartphone inside the store to help make decisions
• % of shoppers leave the sporting goods store without making a purchase and why
• Negative perceptions of different types of channels of purchase

If you have questions about this report or would like help finding the right report for you, please contact Nick Rigitano, NSGA Director of Insights and Analysis, at (847) 296-NSGA (6742), ext. 1080 or nrigitano@nsga.org.

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