Shopping has evolved dramatically over the past several decades, providing consumers with more choice and convenience whether they shop the brick-and-mortar stores or browse online for their purchases. Even holiday shopping has adapted to the changing landscape with Black Friday and Cyber Monday appealing to both in-store and online shoppers. It’s easy to assume there is a generational divide between those who choose more traditional or modern shopping methods, but in reality it involves factors ranging from accessibility and variety to local support and the shopping experience itself.
Although online shopping has been around for consumers since the mid-1990s, mainstream use has skyrocketed over the past several years as people grow increasingly comfortable with it and accustomed to the ease and speed of online retail.[1] It’s hard to dispute the advantages of online shopping. After all, the availability of extensive online research and reviews promotes buyer confidence. And few would dispute the convenience of around-the-clock shopping from the living room sofa. Unfortunately, all this online activity also creates ample opportunities for scammers, so it’s important to always follow safe online shopping practices.
Everyone must buy food, but the transition to online grocery shopping has been recently accelerated by the COVID-19 pandemic.[1] The benefits are clear, especially for those who may struggle to find an hour or more a week to spend browsing the store shelves for groceries. Not only can you fill your cart from the comfort of your home, but you can also clip coupons online and even speed up the process by saving regular items in your app. Grocery stores have made pick-up a breeze, allowing shoppers to schedule a pick-up time that ensures their vehicle is packed and ready to go within minutes of parking.
Although sales representatives can provide helpful knowledge and expertise, they can make some in-person shopping experiences nerve-wracking for consumers. It’s no surprise that some shoppers prefer to remove the pressure altogether by relying on online shopping sites where they can take their time and not feel forced into a sale by somebody working on commission or just trying to help.
The internet is a great place to research and compare products before pulling the trigger on a purchase, especially a big one. Blogs and other online articles from trusted, unbiased sources can take a lot of the work off your plate by testing products, outlining the pros and cons of different brands, and comparing prices. Customer reviews are also a great resource for finding a reliable product that fits your needs.
While brick-and-mortar stores must deal with the limitations of shelf space and retail agreements, online shopping presents few restrictions. There are many options to choose from, such as whether your product comes from brands or sellers – both local and international. You can even reach small independent shops that may have been far off your radar before the development of online shopping.
When it comes to online shopping versus in-store shopping, the convenience of online shopping clearly stands out. A shopping list that once might have required an entire day of shopping can now be completed in one sitting thanks to online shopping platforms – if you can wait for delivery. You can also squeeze in some shopping whenever you have the time, whether that’s during a 15-minute break at work or after the kids are in bed for the night. And with front-door delivery, that’s one less thing to fit into your schedule.
Crowds have been a shopping headache for a long time, but the pandemic has made them even more of a deterrent. Even with the efforts to enforce social distancing in stores, it’s nearly impossible not to find yourself within six feet of other shoppers as you browse the shelves or round an aisle. Online shopping also saves you the time of waiting in long lines to check out.
Despite the many advantages of the internet, shopping in-store still has many benefits and a prominent place in retail. Some things are unique to an in-person experience, such as physically examining a product or discussing your needs with a knowledgeable sales associate. Let’s not overlook the peace of mind that comes with knowing exactly what you’re getting when you leave the store with your merchandise in hand. No one likes to worry about the timeliness and accuracy of online order deliveries.
Some items are easier to buy if you can check them out personally to ensure quality. When it comes to perfumes and cosmetics, stores offer the opportunity to test the products to make sure they’re right for you. It’s also nice to be able to try on clothing at the store so you can choose the best style and fit for your body. Bigger purchases, ranging from eyeglasses and mattresses all the way up to a new car, are also worth the extra time and effort to test before you buy.[2] Even in-person grocery shopping has its perks – as you can pick out your own produce or compare labels more easily.
In-store promotions are designed to attract customers to brick-and-mortar stores and build brand or product awareness. If you’re not physically visiting these stores, you may be missing out on temporary discounts on popular services, free giveaways, and the special promotion offers available by completing the survey at the bottom of your receipt.[3]
When you shop in-store, there’s no waiting around for an item to arrive. You immediately have what you need – and there are no shipping costs. For shoppers who like to quickly eliminate items from their shopping list, it may be appealing to visit the store and leave with your purchase.
A friendly and knowledgeable sales associate, combined with an up-close look at the products, creates a more personal shopping experience. This is especially true for local and specialized stores where you’ll likely talk to somebody who’s keenly familiar with the products. From bookstores to car dealerships, personal recommendations and expert guidance can be quite helpful.
One of the most compelling reasons to visit your Main Street brick-and-mortar stores is the support you give to local businesses. Many shoppers are willing to forego convenience and savings in exchange for supporting their local community. When you shop local, you’re getting more than just a product. You’re strengthening the local economy.
COVID-19 has dramatically changed the playing field for shopping, pushing more and more consumers to shop online and limit the spread of the virus. But whether out of preference or necessity, some in-person shopping is bound to still take place.
Social distancing guidelines for safe in-person shopping include[4] :
Payment options have evolved right along with shopping trends so that now even the smallest retailers can accept credit cards and other digital payments. But as shopping online and in-person becomes increasingly convenient, it’s also easier to overspend. It’s good to know you can stay on track with a monthly budget. Be realistic when planning your expenditures, both essential and non-essential, and then stick to your budget. The time and effort you put into budgeting will be worth it when you’re able to meet your expenses, pay off debt and build up your savings.
[1]“The curious origins of online shopping,” (July 26, 2020).
[2]“5 Things You Should Always Try Before You Buy,” (Aug. 7, 2016).
[3]“How to Use In-Store Promotions to Promote Your Business,” (Oct. 2, 2015).
[4]“Headed Out? How to Stay Healthy When Running Essential Errands,” (April 20, 2020).
We've reviewed each retailer’s selection and fit guides; considered special features such as material quality, arch support, and grippy outsoles; and spoke with fellow editors to help you find you find the best places to shoe shop. Find them, ahead.
“The best shoe shopping experience is when you feel inspired, can digest all the new looks out there, and try them on easily to make sure you get the perfect fit,” says Popp. “Shoes are more about fit than any other [style] category out there, so you need to invest the time to take them for a test run, whether that’s in-store or at home in your closet.”
Online shopping, on the other hand, comes with its own cons, such as scrolling fatigue or overbuying, leading to several returns to keep track of. The retailers are abundant, so to save your time and energy, it’s worth learning where and how to shop for shoes, says Regina Popp , Senior Director, Fashion & Trend for Designer Brands, parent company to DSW.
Shoe lovers will attest that trying on shoes is a fun way to spend a day. However, finding the perfect pair, be it for your best friend’s wedding, a marathon you’re training for , or your commute to work, can take some real effort. Shopping in-store can be especially tiresome, what with having to skulk around a crowded store to find a mirror and the pressure of making a decision to buy or wait a bit, then asking a sales associate to please hold it, if possible, while you continue to shop around.
Zappos
Zappos
View On Zappos
Zappos.com is known for its seemingly never-ending supply of shoes in various styles and sizes, as well as its stellar customer service. (Former CEO Tony Hsieh has said Zappos' success largely came from the reps' tendency to stay on the phone with customers and connect with them personally as much as possible.) These days, some things have changed, i.e., the company is now owned by Amazon and sells more than shoes, but it's still a great place to start if you’re looking for a wide variety and easy returns.
Want an investment-worthy loafer? We’d recommend Dr. Martens’ Adrian Core loafers or Paul Green’s Samone style. Or perhaps you’ve been looking for a versatile heel to take you from Christmas in the Caribbean to a summer vacation in Lisbon—these woven platform sandals would do the trick for under $120. In terms of benefits, Zappos VIP offers free expedited shipping (it already offers free standard shipping site-wide), a points-earning system for discounts, free UPS pick-ups, and more. The best part? It's free to sign up.
Return Policy: Full refund within 365 days; free return shipping | Size Range: Women’s 1–20, Men’s 1–20 with additional wide and narrow sizing
Shopbop
View On Shopbop.com
Shopbop is known for its curated picks, mostly from luxury brands, and great deals in the sales seasons, so you shouldn’t be surprised if you end up with multiple shoes in your cart by the end of a spree. To keep you organized as you shop, you can filter by shoe style (e.g., boot, clog, pump, or rain boot), designer (Emme Parsons, Veja, and Jacquemus), heel height (flat to high heel, with a separate category for platforms), toe style (open, pointed, round, and square), and more. You can shop as simple a style as this pair of Schutz knee-high boots or as spunky as these Nabele mules.
And, once enrolled in Shopbop’s rewards program, you’re sure to rack up points and enjoy earned benefits like early access to sales and new arrivals, birthday discounts, and surprise rewards.
Return Policy: Free within 15 days or less | Size Range: Women’s 3–15
Nordstrom
Nordstrom
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Nordstrom is, of course, known for much more than just footwear, but its shoe selection is notably expansive, especially if you’re looking for a good variety of affordable and luxury or designer styles. Its sale section is also a great place to find deals on festive platforms and everyday sneakers. For Jill Di Donato, Byrdie's Associate Editorial Director, Commerce, the retailer is a go-to. "[It's] my destination for shoes—as it offers a selection of chic casual finds, whether that's Nike Dunks or Sam Edelman loafers," she says. "There are often sales that discount as much as up to 70% off, and returns are super easy if the fit and feel don't match up to my expectations."
According to the website, Nordstrom handles returns "on a case-by-case basis with the ultimate goal of making our customers happy.” Thus, there is no deadline for making a return. Plus, Nordstrom's rewards program, The Nordy Club, applies to any section of the store and allows customers to earn points for shopping that can be redeemed for discounts on qualifying purchases.
Return Policy: Lenient | Size Range: Women’s 4–14, Men’s 5–20 with additional wide and narrow sizing
DSW
DSW
View On Dsw.com
DSW will help you find all of your basics with its range of shoe styles and sizes at a variety of price points (the majority of which are pretty affordable). The store also sells styles by popular brands like Birkenstock and Jennifer Lopez that are sometimes exclusive to the company and often at a discount. This is why Byrdie Senior Commerce Editor Lauren Pardee flocks to the site for seasonal staples, such as a good leather boot for fall. “They always have the widest range of styles and the best deals, and I love the curated lists that make browsing so easy,” she says. “The shipping is always reliable, too, which is non negotiable for me.”
The rewards program, DSW VIP, allows you to earn rewards on every dollar you spend, which can then be redeemed for gift cards. It’s free to join the program and offers a 20% off coupon just for signing up, free shipping and returns, $5 off on your birthday, and more.
Return Policy: Free in-store returns within 90 days; free return shipping for DSW Gold or Elite members; $8.50 return shipping fee for all other customers | Size Range: Women's 4–13, Men’s 6–16 with additional wide and narrow sizing
The Real Real
The Real Real
View On Therealreal.com
Whether you love shopping for classic vintage shoes, or you’re looking for a way to spend less to get the designer styles you love, browsing The RealReal for shoes is a great option. Among its inventory of luxury clothing, accessories, and homeware, the online consignment store has a pretty extensive selection of new and worn designer shoes with a major fashion following. (Writer and fashion personality Leandra Medine Cohen has shown off several under-$100 scores, and bridal stylist Anny Choi often sources her clients’ preferred Manolo Blahnik heels from here, too.)
While it doesn’t have a traditional rewards program, with a First Look subscription, shoppers can pay for early access to new arrivals and markdowns as well as two-day shipping. In any event, prices can go pretty low, so you can often find a deal. And, if you consign an item on The RealReal and it sells, you have the option to put your earnings, plus 5% more of the value, toward another purchase on the site.
Return Policy: 12–14 days from shipment or in-store purchase date | Size Range: Varies based on inventory
Foot Locker
Foot Locker
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When it comes to budget-friendly athletic and sporting shoe options, Foot Locker has you covered, whether you’re shopping online or in person. Basketball shoes? It has a robust collection of Jordans and Air Force 1s, among others. Very particular pair of sneakers from a very particular brand? It probably has that, too. (We already checked and confirmed they have the ever-popular On Cloudnova sneakers in several colorsways.) And, its rewards program, FLX Rewards, offers free shipping, early access to deals, exclusive rewards, and members-only sweepstakes.
Return Policy: Full refund within 45 days | Size Range: Women’s 5–12, Men’s 6–18
Amazon
View On Amazon
If you’re shopping for shoes in a hurry, it wouldn’t be a bad idea to check out what Amazon has to offer, Byrdie writer Caitlyn Martyn points out. "[It's a great] place to buy footwear when you're short on time or want to score a major discount," she says, referring to the marketplace's Prime member benefits. Once subscribed, members can receive free two-day or overnight shipping on many styles. And whether you’re looking for a popular pair of Ugg slides, Vivaia ballet flats, or Havaianas flip-flops, Amazon likely has it, so you're almost certain to score. (It even comes through with designer styles—check out Aquazzura sandals for your next formal event.)
Return Policy: Usually free within 30 days of delivery | Size Range: Women’s 3–16, Men’s 4–20 with additional wide and narrow sizing
ASOS
ASOS.
View On Asos
Asos is an excellent option if you’re in the market for trend-forward styles. Not only does it have the latest trending styles, but it’s often listed at affordable price points. In addition to Asos original styles, you can shop for shoes from popular brands like Converse, Puma, Dr. Martens, and more.
While the online retailer doesn't have a rewards program, it does offer unlimited two-day shipping for a flat fee of $19 per year, which could be worth it if you shop there often.
Return Policy: Full refund within 28 days, a voucher from 29–45 days | Size Range: Women’s 4–15, Men’s 10–14 with additional wide and narrow sizing
McMullen Boutique
McMullen Boutique
View On Shopmcmullen.com
If you fancy a site with a tight edit of options from a curator with impeccable taste in high-end designer fashion, look no further than McMullen. The shop, which is based in Oakland but shares its inventory online, was founded in 2007 by Sherri McMullen and has since blossomed into one of the best-known designer boutiques in the country. McMullen carries luxury brands such as Rachel Comey, Victoria Beckham, Khaite, and Dries Van Noten and promises a hot-off-the-runway look. Benefits include free standard shipping and a “try before you buy” service, where customers can try six items at home for one week and pay for what they keep with free returns.
Return Policy: Exchange or refund on anything at full price within 10 days of delivery | Size Range: EU35–EU42
Road Runner Sports
Road Runner Sports
View On Roadrunnersports.com
Running shoes aren't cheap, especially the ones that will keep you moving comfortably for years to go. However, at Road Runner Sports, you can get a great pair for less than you'd expect. Road Runner Sports also has a vast selection of sporty sneakers and sandals (including the celebrity-loved Hoka Cliftons).
And, if your entire family happens to run, having access to a program like Road Runner’s Family VIP Rewards is key. It costs nothing the first year and $50 each year thereafter, but a family of four saves $284 a year on average with the benefits of the program, according to the brand. The program not only offers 10% off everything, 5% rewards cashback, and free shipping, but it also boasts a 90-day "perfect fit promise." This means you can run for three months in your shoes and still return them if they don’t work.
Return Policy: Full refund within 60 days for new and unused items | Size Range: Women’s 3–15, Men’s 5–18 with additional wide and narrow sizing
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