Aptos flags power of physical stores as shoppers remain upbeat about 2026 spending
A new study from Aptos, which surveyed 4,000 consumers across the US and the UK, provides insights for retailers on shifting spending habits, the enduring appeal of physical stores and the top operational failures that drive customers away.
75% of consumers say their discretionary spending will either increase or stay the same in 2026, presenting a significant opportunity for retailers that can meet expectations. Spending plans remain susceptible to economic factors, with 64% citing inflation and the cost of living as the top consideration that will influence their spending plans.
The top reason consumers choose to shop in a physical store instead of online is the ability “to see, touch or try on the product before buying” (61% UK/54% US). The second most important factor is “the ability to get the item immediately” (54% UK/ 53% US)..
19% of all respondents visit stores multiple times a week just to browse, with no specific purchase in mind. This trend is higher among younger consumers, with 59% of 25-to-34-year-olds shopping one or more times per week without a specific purchase goal.
The most annoying in-store frustration cited by consumers is "long lines at the cash register/till" (62% UK/ 63% US). The second biggest is “products being out of stock or hard to find” (53% UK/ 51% US). The report highlights that 89% of younger UK consumers (ages 25-34) would still be willing to make a purchase when an item is not immediately available.
Consumers are drawn to experiences that go beyond basic shopping. In the UK, a permanent lounge or café area was the most likely feature to encourage a store visit (32%), while US consumers prioritised a dedicated space for online order returns/exchanges (23%).
Retailers must consider how the age of their audience might affect their expectations. For example, personal styling or shopping appointments appeal significantly more to the 18-24 age group (26%) than to those 65 and older (9%).
“The data confirms that the physical store is not only resilient, but it also remains the centrepiece of the customer journey, driven by the desire for immediate, tactile experiences,” says Nikki Baird, VP of Strategy and Product at Aptos.
“However, consumers are unforgiving of operational failures. Retailers must move beyond viewing the store solely as a transaction point. Supported by modern technology, including capabilities for mobile first point of sale, omnichannel fulfillment and unified inventory visibility, retailers can remove friction and focus on the moments that build long-term loyalty, whether that’s personalised customer service or simply a fast and convenient checkout.”
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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