Electronics shopping: online vs. walk-in stores

If you're planning to buy a tablet, a TV, headphones, or another gadget, leave the car keys on the counter and jump on the Web to enjoy a great shopping experience. According to our most recent Consumer Reports survey, shoppers who bought online were a bit more satisfied overall than those who went to a retail store. Those results came from 42,000-plus electronics shopping experiences at 20 walk-in stores, 14 online retailers, independent stores, and websites.

Websites as a whole scored higher than walk-in stores for ease of checkout, product quality, selection, and price—in many cases, even within the same retail operation. Walmart.com, for example, outdid its walk-in sibling on every attribute (though both were among the lower-scoring in their groups).

But consumers haven't given up on brick-and-mortar retailers. More than 60 percent of electronics purchases in our survey were made at walk-in stores, and customers were very satisfied with the experience overall. The best stores scored as well as the top websites.

For the third time in the past four years, four online retailers earned favorable marks across the board: B&H, Crutchfield, Amazon.com, and Newegg. B&H was the only e-tailer to get a top score on all factors, including service, selection, and price.

The Apple, Costco, and Sam's Club websites were all near the top of the Ratings, but Apple got a below-average rating for price, and Costco and Sam's were judged below average for product selection.

Want more? Check our buying guide and Ratings for the best places to buy electronics.

Go, Navy! The Navy Exchange, available to all active and retired naval service members and their dependents, topped our list of in-store electronics retailers. (Check this detailed list of who can shop at the Navy Exchange.) It was one of only two walk-in retailers to get high marks across the board. The other was Abt Electronics.

The Army & Air Force Exchange was near the top of the list, but its scores were more mixed. Costco and Apple also were near the top, but like their online siblings, each had one below-­average score—Costco for selection and Apple for price.

Whether you're clicking around the Web or roaming through a store, it's worth asking for a lower price when you're ready to check out. Only 15 percent of in-store shoppers surveyed tried to negotiate, but the majority of those who did were successful—59 percent got a price reduction averaging $72.

Readers were especially willing to go to the mat on TVs, with 21 percent of TV buyers asking for a discount and close to 70 percent of them getting one, saving an average of $94 on a set. Few online shoppers negotiated, but most of those who did succeeded, using phone, online chat, or e-mail.

You don't have to do anything crazy to get a deal. Simply asking for a lower price paid off more than half of the time for survey respondents who tried it. If that doesn't work, threaten to shop elsewhere, a tactic that proved highly effective for in-store hagglers. One piece of advice: Come armed with prices from competitors. Retailers will often match the best price you've found.

Retailers make a lot of profit on extended warranties, so brace yourself for a sales pitch. Almost three out of four in-store shoppers were pushed to buy an extended warranty, and 16 percent of them bought one, as did 12 percent of online buyers. Don't bite.

Our reader surveys have shown time and time again that extend­ed warranties are not a good deal for most consumers. Many consumer products are reliable and don't break during the period covered, and the plans cost as much as you'd pay for a repair that might never be required.

One exception: It's worth considering Apple's extended warranty/service plan if you want phone or online support for more than the standard 90 days. Apple consistently stands out in our surveys for offering the best computer tech support in the business.