Aptos, a leader in unified commerce solutions, unveiled its latest consumer research report, “Making Every Moment Matter: Meeting Expectations and Driving Loyalty with Meaningful Store Experiences.” The study, which surveyed 4,000 consumers across the U.S. and the U.K., provides critical insights for retailers on shifting spending habits, the enduring appeal of physical stores and the top operational failures that drive customers away.

The research reveals an optimistic outlook for consumer demand while underscoring a clear mandate for retailers to eliminate in-store friction and elevate the shopping journey beyond the status quo.

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Key findings from the “Making Every Moment Matter” report:

Optimistic Spending, High Sensitivity

  • Discretionary Spending Holds Strong: A majority of consumers (75%) say their discretionary spending will either increase or stay the same in 2026, presenting a significant opportunity for retailers that can meet expectations.
  • Inflation Is the Primary Headwind: Spending plans remain susceptible to economic factors, with 64% of consumers citing inflation and the cost of living as the top consideration that will influence their spending plans.

The Enduring Power of the Physical Store

  • Sensory Experience Is Key: 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% U.K. / 54% U.S.).
  • Instant Gratification: The second-most important factor is “the ability to get the item immediately” (54% U.K. / 53% U.S.).
  • Stores as Destinations: Nearly one-fifth (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.

Top Customer Frustrations and Operational Failures

  • Checkout Lines Are the No. 1 Pain Point: The most annoying in-store frustration cited by consumers is “long lines at the cash register/till” (62% U.K. / 63% U.S).
  • Out of Stock Risk: The second-biggest frustration is “products being out of stock or hard to find” (53% U.K. / 51% U.S.). The report highlights that 89% of younger U.K. consumers (ages 25-34) would still be willing to make a purchase when an item is not immediately available, emphasizing the crucial need for store associate-led “endless aisle” solutions.

Differentiation Drives Loyalty

  • Beyond the Transaction: Consumers are drawn to experiences that go beyond basic shopping. In the U.K., a permanent lounge or café area was the most likely feature to encourage a store visit (32%), while U.S. consumers prioritized a dedicated space for online order returns/exchanges (23%).
  • Know Your Audience: 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%), signaling the need for in-store services that resonate.  

“The data confirms that the physical store is not only resilient, but it also remains the centerpiece of the customer journey, driven by the desire for immediate, tactile experiences,” said 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 personalized customer service or simply a fast and convenient checkout.”

The “Making Every Moment Matter” report offers in-depth analysis of consumer sentiment and provides actionable insights for retailers looking to optimize their store operations strategies. To view a copy of the report, click here.