Britons still favour in-store clothes shopping

UK consumers still favour in-store shopping for fashion with the high street experiencing a clear resurgence despite the convenience of digital shopping experiences.

That’s the takeaway from Swedish retail technology platform Voyado whose latest survey of 2,000 UK consumers reveals a strong preference for in-store shopping across the UK’s leading retail brands. 

The report reveals 45% of M&S shoppers prefer in-store visits, as do 50% of Tesco F&F Clothing customers, and 42% of George at Asda customers “see significantly more engagement in physical retail spaces than online”.

The survey lists shopping preferences at the UK’s top retailers: Primark (57% in-store vs 7% online); Tesco F&F Clothing (50% vs 9%); M&S (45% vs 14%); TK Maxx (42% vs 9%); George at Asda (42% vs 13%); Sports Direct (36% vs 16%); Next (35% vs 17%); H&M (31% vs 13%);  JD Sports (30% vs 15%); John Lewis (26% vs 17%); and Zara (23% vs 12%).

The research also identifies key online barriers to completing purchases online with bad reviews (35%) and delivery costs (33%) cited as the biggest deterrents for UK consumers.

Shopping behaviours vary across demographics with women more likely than men to abandon purchases due to return fees (26% vs 18%), 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%).

Beyond essential outgoings, the study found that when Britons prioritise their disposable income, fashion matches streaming subscriptions (both 16%) behind dining out (23%).

Max Etheridge, director of Sales UK and Ireland at Voyado, said: “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.

He added: “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.”