While e-commerce may be exploding, a new Profitect survey claims 42 percent of Gen Z shopers (those ages 18-22) like hitting a retail store versus an online store and just 23 percent prefer online only.

"Our survey of Gen Z shoppers found that the in-store shopping experience still plays an important role in the shopping journey, even with digital natives," said Guy Yehiav, CEO of Profitect, in a press release on the survey that polled 1,000 shoppers. "From price and deal shopping, to ease of returns, to interest in checking product availability, the data demonstrates that retailers should not neglect the importance of a strong in-store and online strategy."

Once in a store 46 percent said browsing is the biggest influence in play and 40 percent said in-store displays influence additional purchases.

"An interesting finding was that once shoppers are in the store, they tend to be influenced by their emotions and therefore an impulse buying strategy is critical, as well as in-store displays and advertisements online needs to be aligned," said Yehiav. "To this point, there is a strong argument for retailers to get Gen Zers into stores in order to act on those impulses and expand their baskets."