All hail physical retail. The demise of the high street store predicted in the early pandemic period was wide of the mark as a near nine out of 10 of Britons visited a retail destination during October and November.

In fact, 88% now shop in-store, an amazing increase of 86.1% since last May. And it’s been heavily influenced by workers increasingly returning to city and town centre offices as well as consumers aged under 35. 

That’s according the the latest Consumer Pulse Report by MRI Software/Retail Economics showing “high streets remain the lifeblood of the retail ecosystem”, leading in visitor frequency with an average of 2.2 visits per person per month “reinforcing their importance as destinations that bring people together.”

The survey reveals that 31% of office workers play a key role in high street retail, with visits peaking during lunch hours while 33% of them choose to visit after 5pm on weekdays, particularly Tuesdays and Wednesdays which have become the popular days to venture into the office. 

“As return to office becomes more widespread, the retail sector has an opportunity to maximise engagement and sales by leveraging these insights and presenting itself as a convenient shopping option for the hybrid workforce”, the report highlights.

Working from home is increasingly becoming a non-starter for many businesses with regular news stories about major companies insisting that their staff returned to the office full-time or at least three or four days a week.

Further, the under-35 demographic is increasingly motivated by experiential retail opportunities. 

In November, this age group averaged 9.5 visits to physical retail destinations, more than double the frequency of those aged 55 and over. 

Interestingly, the rise of social commerce, which enables shoppers to make purchases within social media apps such as TikTok and Instagram, “is likely influencing footfall into physical retail destinations and creating opportunities for in-store experiences”, the study claims.

Jenni Matthews, marketing & insights director, MRI Software, said: “The latest findings depict a retail sector that continues to adapt and remain relevant as consumer behaviours shift.

“With 88% of the UK population visiting retail destinations and under-35s driving experiential trends, it’s clear that physical retail remains a powerful touchpoint for engagement.

“Retailers have an incredible opportunity to leverage these insights, not just to meet consumer expectations, but to exceed them by creating vibrant, immersive destinations that align with changing consumer behaviours.”