Beauty store shoppers have been left wondering where their favorite brands are, after a survey found that the biggest online brands had the lowest traffic.
The survey, conducted by The Wall Street Journal and MarketWatch, found that retailers including Sephora, Ulta and Bloomingdale’s had the biggest drop-off in shoppers during the holidays, with retailers seeing traffic fall by more than 30 percent.
It was also reported that online retailers had a lot of work ahead to compete with brick-and-mortar retailers who have struggled to keep up with shoppers in the wake of Amazon’s massive online shopping spree.
It’s a struggle that has been exacerbated by the increasing popularity of digital media, which has seen online shopping grow to a degree unseen since the dot-com bubble burst.
The digital revolution has allowed consumers to shop anywhere, anytime, without a physical storefront, which is driving shoppers to shop on social media platforms such as Instagram and Snapchat.
In a study by market research firm Kantar Worldpanel, which surveyed more than 1,000 online shoppers in 2014, more than half of those surveyed said they would shop online less often if there was a greater number of online retailers.
Online shoppers have also been taking advantage of the holiday season to purchase items such as cosmetics, home decor and other household items, with more than 40 percent of online shoppers buying those items in the holiday period.