Dive Brief:

• Cyber Monday will drive more than a third (36%) of shoppers to physical stores, according to a survey released Monday by the International Council of Shopping Centers.

• The ICSC also found that 41% will shop in stores on Black Friday, and 18% will go to stores Thanksgiving Day. Nearly a third (32%) say they’ll shop that Saturday or Sunday.

• More than half (51%) said Thanksgiving Day is a day to search for deals, consumers said, but 45% said it’s also a day to have fun shopping in stores, the survey found. Younger shoppers (32% of those ages 25 to 34) are more likely to shop on Thanksgiving and 63% of even younger shoppers (18 to 24) will shop in stores on Black Friday.

Dive Insight:

This survey shows that web rooming — shopping online to buy in stores — will be a significant factor this year, with plenty of consumers aiming to shop in stores even with the help of a mobile phone. Consumers say they simply don’t want to wait for their purchases to be shipped, and will go to stores to find what they want and bring it home immediately. This highlights the need for physical retailers to be nimble enough to provide a seamless experience from online to in-store.