With the reopening of Washington’s economy on June 30, many consumers are beginning to shift away from their pandemic spending habits on food, emergency supplies and home goods to new priorities of travel, dining, personal services and retail therapy. Recent reports show Washington’s population grew to just over 7.7 million this past year, so our state is a big draw not only for tourists but for future residents. Washington retailers can capitalize on this appeal and draw in more new customers.

According to recent projections by the research firm Forrester, about 72% of retail sales in 2024 will still take place offline. This is great news for brick-and-mortar retailers. Although the pandemic pushed many more shoppers into online platforms to make their purchases, customers are still looking to brick-and-mortar to expand their retail experience.

So how can retailers gain the competitive advantage that will bring consumers back to their stores? By creating unique store events, focusing on targeted online marketing campaigns, and incorporating both online and in-store services, customers will find the seamless experience they’ve come to expect.