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What the research uncovered, according to Tuttle, is that shoppers are pretty predictable. If they like the cut and style of a pair of pants, they’ll keep replacing those same pants, she said. In fact, repeat purchases were made during 83 percent of shopping excursions. And if sportswear was involved, that figure jumped to 87 percent. The idea that customers are more likely to make repeat purchases than anything else could seem surprising during a time that’s seen journalism repeatedly raise concerns about fast fashion , the Confessions of a Shopaholic series, and exposés like Overdressed: The Shockingly High Cost of Cheap Fashion . In that book, one shopper confessed, “I have enough clothing to open a store.” But if most Americans really are shopping responsibly, it could be related to the research suggesting that millennials in particular would rather spend money on experiences than on stuff . The prevalence of sensible shopping isn’t the only surprise Tuttle and Sporn found. Their study also challenged perceptions about online shopping versus brick-and-mortar consumption. “It is apparent that people are still shopping at stores,” Tuttle said. “Seventy-nine percent of people are still going to a store. Some of those people are going online first, but ‘retail apocalypse’ is not the term we’re at yet.” “79 percent of people are still going to a store” But the term is everywhere, from the Atlantic to Business Insider to, yes, Racked .

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