Voyado, the Swedish retail technology platform, has unveiled new research into UK consumer spending habits, revealing a strong preference for in-store shopping across the UK’s leading retail brands.
According to the research, John Lewis and Next are among the few retailers where online preference exists, with 17 percent of consumers opting for digital shopping. At Marks & Spencer, 45 percent of shoppers prefer in-store visits, while UK supermarket clothing brands F&F Clothing from Tesco (50 percent) and George at ASDA (42 percent) see significantly more engagement in physical retail spaces than online.
The research also identifies key barriers to completing purchases with bad reviews (35 percent) and delivery costs (33 percent) 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 percent vs 18 percent), while generational differences also play a role. Gen Z, Millennials, and Gen X are most deterred by bad reviews, whereas Boomers primarily put off by delivery fees (40 percent).
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." Beyond essential outgoings, the study found that Brits prioritise their disposable income in three key areas: dining out (23 percent), streaming subscriptions (16 percent), and fashion (16 percent).
However, spending habits remain varied – 16 percent of Brits admit that their disposable income doesn't go to any specific area ('nowhere in particular'), while 1 in 8 (12 percent) put all their extra income into savings after paying bills. Generational differences are also evident, with Boomers being significantly more likely to save (19 percent) compared to just 6 percent of Gen Z.
