Evolution of the In-Store Shopping Experience

As we close in on the 2024 presidential election, differing viewpoints continue to surface on social, political and economic issues. This division of opinion is equally evident in consumers’ perspectives of the shopping experience. While some shoppers say they feel crippled by inflation, are limiting spending and don’t see economic relief coming soon, others maintain a positive financial outlook and report their habits haven’t changed. 

Despite their polarized comments, the 1,000 shoppers surveyed by the Path to Purchase Institute in January/February 2024 reflect similar habits and perspectives to 2023. It’s the fourth straight year P2PI has partnered with Great Northern Instore for this survey examining the in-store shopping experience.

Respondents’ budgets and attitudes vary, but the results clearly show they continue to regularly shop. And across shopping categories, they continue to head in-store. The consistency in their habits and the factors that impact their satisfaction with the in-store experience reinforce areas of opportunity for brands and retailers — areas to both leverage and improve upon.