Consumers are turning their backs on online shopping in favour of in-person retail experiences, new research has revealed.
In a national study of 2,000 UK adults conducted by Cheshire Oaks Designer Outlet, 63 per cent of Brits said they now prefer shopping in-store rather than online. Motivation includes being able to try on clothes (79 per cent), assess product quality (70 per cent) and avoid delivery delays (54 per cent).
Encouragingly for bricks-and-mortar retailers, the study also found that nearly seven million Brits shop for personal items at least once a week, with peak footfall hours occurring between 9am and 11am.
The findings have been taken from the outlet’s 2025 style report ahead of its 30th anniversary, which explores the nation’s evolving fashion habits over the past three decades.
Kenny Murray, general manager at Cheshire Oaks, says the resurgence of in-person shopping shows a returning consumer appetite for real-world retail experiences: “With the ease of online shopping, it’s fantastic to see that Brits are once again embracing in-store shopping with family and friends. Our data suggests people don’t fully discover their personal style until they reach 25, and we’re proud to have been a part of that journey.”
The nostalgia factor is also playing a role in shopping habits. Nearly a quarter of Brits (23 per cent) own wardrobe items that are at least 25 years old, demonstrating a lasting appreciation for past fashion trends. Baggy trousers topped the list of trends consumers are pleased to see return, with 22 per cent welcoming the comeback. The revival of tracksuits (18 per cent) and full denim outfits (16 per cent) meanwhile are also proving popular among shoppers.
For independent retailers, a shift towards bricks-and-mortar retail presents an opportunity to capitalise on the demand for curated, in-person shopping experiences. In January 2025, Office for National Statistics (ONS) data revealed online spending values fell by 1.7 per cent compared to the previous month while the proportion of sales made online decreased to 25.7 per cent.