Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Most consumer products (69%) have the same price online and offline, according to a recent report from Anthem Marketing Solutions.

However, when there is a price difference between the two, 65% of the it's the time online channels that are cheaper than offline (in-store) channels, the study found.

The report was based on an analysis of the prices of commonly purchased consumer products across multiple categories, including personal care, books, electronics, entertainment, home improvement/household items, and office supplies.

Below, additional key findings from the report.

Average Savings

  • When there is a difference, online prices are usually lower than in-store prices. However, on the increasingly rare occasions when the price is less in-store, it is often substantially lower (32% average savings in-store vs. 26% average online).
  • For example, in the entertainment category, when a price difference was observed, there was just a 15% chance of finding the better deal in-store. But, in those situations, the average savings was 76%, suggesting it continues to pay to do price comparisons for certain categories.

Savings by Price Tier

The trend of general price parity, and an online advantage when there is a difference, was observed at all price levels:

Same-Store Comparisons

  • 8 of the 12 retailers examined in the study offered more favorable pricing online than in-store. 
  • Prices for Walgreens, Best Buy, Target, Kmart, and CVS were lower online than in-store more than 70% of the time.
  • Wal-Mart offered a nearly even split, with 47% of prices favoring offline and 53% favoring online.

About the research: The report was the seventh installment of a semi-annual study comparing online and in-store pricing of consumer goods across a range of commonly purchased categories (including personal care, books, electronics, entertainment, home improvement/household items, and office supplies).

Continue reading "Are Online Product Prices Lower Than In-Store Prices?" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji