I am slowly started to purchase more and more online vs in store. It all started with shoes: there were a pair of Nike Air Jordans that I really wanted but I thought were too expensive in stores. I decided to call around to other stores to see if they were having any sales, so I had to Google their phone numbers. In doing that, I saw some sponsored ads for the exact same pair of Air Jordans. After a few clicks, I bought them about 30% off of what I would have gotten in stores. Of course, having tried the shoes on in store I knew the exact size and color I wanted. This is the "showrooming" effect that retail stores are having to combat. Once a customer has tried on a piece of clothing in store, they can just go get it online cheaper without having to worry about it being ill-fitting. I started realizing things were cheaper online. In addition to that, some sites don't charge sales tax and they have free shipping. With items like shoes, there is a great deal of uniformity: it's the same, identical thing no matter what the store is. In fact, most retail clothing is like this. Often times there is a model or style number on the tag in a piece of clothing, so just Google that and you should find it. If you are in a small-town, rural area, there is going to be much more variety online than at your local mall. In addition to having more stores at your disposal, you also have access to last season's items and sold out items.