Voyado has released new research into UK consumer spending habits, revealing a strong preference for in-store shopping across the UK’s leading retail brands. The study, which surveyed 2,000 UK consumers, highlights the continued appeal of physical stores, even with a flourishing eCommerce landscape.
According to the research, John Lewis and Next are among the few retailers where online preference exists, with 17 per cent of consumers opting for digital shopping. At Marks & Spencer, 45 per cent of shoppers prefer in-store visits, while UK supermarket clothing brands F&F Clothing from Tesco (50 per cent) and George at ASDA (42 per cent) see significantly more engagement in physical retail spaces than online.
Shopping preferences at the UK’s top retailers:
- Primark – 57 per cent in-store vs. 7 per cent online
- Tesco (F&F Clothing) – 50 per cent in-store vs. 9 per cent online
- Marks & Spencer – 45 per cent in-store vs. 14 per cent online
- TK Maxx – 42 per cent in-store vs. 9 per cent online
- George at ASDA – 42 per cent in-store vs. 13 per cent online
- Sports Direct – 36 per cent in-store vs. 16 per cent online
- Next – 35 per cent in-store vs. 17 per cent online
- H&M – 31 per cent in-store vs. 13 per cent online
- JD Sports – 30 per cent in-store vs. 15 per cent online
- John Lewis – 26 per cent in-store vs. 17 per cent online
- Zara – 23 per cent in-store vs. 12 per cent online
Challenges in the purchasing journey
The research also identifies key barriers to completing purchases with bad reviews (35 per cent) and delivery costs (33 per cent) cited as the biggest deterrents for UK consumers. Shopping behaviours vary across demographics – women are more likely than men to abandon purchases due to return fees (26 per cent vs 18 per cent), while generational differences also play a role. Gen Z, Millennials, and Gen X are most deterred by bad reviews, whereas Boomers are primarily put off by delivery fees (40 per cent).
Retailers must adapt to these shifting consumer behaviours
Max Etheridge, Director of Sales UK and Ireland at Voyado, commented: “Our research highlights an evolving retail landscape, where the high street isn’t just surviving—it’s thriving. For retailers, this presents an opportunity to create immersive in-store experiences that strengthen brand loyalty and drive conversions beyond just discounts.
Today’s consumers are more price-sensitive than ever, actively hunting for deals and discounts, which puts pressure on profit margins, especially online. Yet, our research highlights a crucial contradiction—despite the ease of e-commerce, shoppers still actively choose physical stores for their retail experiences.
The key to success lies in a seamless omnichannel strategy that integrates digital convenience with the irreplaceable value of in-store shopping, ensuring customers receive a consistent, engaging experience across all touchpoints.”
Where Brits are spending after essentials
Beyond essential outgoings, the study found that Brits prioritise their disposable income in three key areas: dining out (23 per cent), streaming subscriptions (16 per cent), and fashion (16 per cent). However, spending habits remain varied – 16 per cent of Brits admit that their disposable income doesn’t go to any specific area (‘nowhere in particular’), while 1 in 8 (12 per cent) put all their extra income into savings after paying bills. Generational differences are also evident, with Boomers being significantly more likely to save (19 per cent) compared to just 6 per cent of Gen Z.
Voyado continues to expand its presence in the UK and European retail sector, recently partnering with leading brands like H&M, Pour Moi, Bestseller, Silver Cross, and luxury eyewear brand Cutler and Gross.
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