Voyado research flags Brits choosing high streets and in-store shopping at every major UK retailer

Swedish retail technology platform, Voyado, has unveiled new research into UK consumer spending habits. The study, which surveyed 2,000 UK consumers, highlights the continued appeal of physical stores, even with a flourishing e-commerce landscape.

John Lewis and Next are among the few retailers where online preference exists, with 17% of consumers opting for digital shopping. At Marks & Spencer, 45% of shoppers prefer in-store visits, while UK supermarket clothing brands F&F Clothing from Tesco (50%) and George at Asda (42%) see significantly more engagement in physical retail spaces than online.  

The research also identifies key barriers to completing purchases with bad reviews (35%) and delivery costs (33%) cited as the biggest deterrents for UK consumers. Shopping behaviours vary across demographics - women are 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 primarily put off by delivery fees (40%).

Max Etheridge, Director of Sales UK and Ireland at Voyado, comments: "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.”

Today’s consumers are more price sensitive than ever, actively hunting for deals and discounts, which puts pressure on profit margins, especially online. Yet the research highlights a crucial contradiction - despite the ease of e-commerce, shoppers still actively choose physical stores for their retail experiences.

Beyond essential outgoings, the study found that Brits prioritise their disposable income in three key areas: dining out (23%), streaming subscriptions (16%), and fashion (16%). However, spending habits remain varied - 16% of Brits admit that their disposable income doesn’t go to any specific area (‘nowhere in particular’), while one in eight put all their extra income into savings after paying bills. Generational differences are also evident, with Boomers being significantly more likely to save (19%) compared to just 6% of Gen Z.

Shopping preferences at the UK’s top retailers:

Primark – 57% in-store vs. 7% online

Tesco (F&F Clothing) – 50% in-store vs. 9% online

Marks & Spencer – 45% in-store vs. 14% online

TK Maxx – 42% in-store vs. 9% online

George at Asda – 42% in-store vs. 13% online

Sports Direct – 36% in-store vs. 16% online

Next – 35% in-store vs. 17% online

H&M – 31% in-store vs. 13% online

JD Sports – 30% in-store vs. 15% online

John Lewis – 26% in-store vs. 17% online

Zara – 23% in-store vs. 12% online

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.