The shoppers toughest to please in-store are...
A new survey reveals what consumer demographic subsets are most likely to have a negative experience shopping in a physical store.
Shoppers ages 18 to 24 report a negative outcome on 45% of store visits, nearly double the 24% rate for shoppers 65 and older. “The State of In-Store Retail CX: Shopping Season 2026,” a new survey from customer experience software provider Sogolytics, also reveals that respondents 18 to 24 leave the store very satisfied only 18% of the time, while respondents 65 and older leave very satisfied 46% of the time, more than double the younger group. The gap holds even on issue-free visits.
[READ MORE: Survey: In-store shopping remains key to younger consumers' summer plans]
Men report more negative store visits than women
Male respondents rate their in-store experience worse than female respondents. Within big-box retailers alone, 40% of surveyed men report a negative visit outcome, compared to 30% of women, and 26% of male respondents cite a product availability issue, compared to 21% of women.
Male respondents also respond to crowding differently, as 29% of surveyed men would rather wait outside for a less crowded store, compared to 16% of women.
Not following the crowd
Among respondents who did not firmly plan to shop in-store this holiday season, 52% cite crowds as a reason to skip physical stores, twice the 26% who cite better deals online. Checkout lines rank second at 33%, still ahead of online pricing.
The negative outcome rate holds at 27% to 29% through slightly crowded stores, then jumps to 39% at moderately crowded and stays elevated through very crowded (43%).
Unclear pricing is a hazard
Roughly three-quarters of respondents describe final price, shelf price, and promotion clarity in stores as clear or very clear. However, among respondents who found the final price after discounts unclear, only 50% said they would likely shop the store again, compared to 90% among those who found it clear, a 40-point swing. Promotional clarity showed a 31-point swing (90% to 59%).
Other findings
- Close to three-in-10 (28%) respondents said they have run into a product problem, something out of stock, the wrong size or color, or hard to find. Only 14% have run into an employee problem, someone they could not find or someone who could not answer their question.
- Among respondents who reported no issues during their most recent visit, 63% bought everything they intended to buy and 50% left very satisfied. When at least one issue occurred, both measures dropped to 25%.
- Negative outcomes occur on 20% of issue-free store visits and 51% when at least one issue occurs. Shoppers with exactly one issue report a negative outcome 48% of the time, and shoppers with two or more issues report 55%.
“The State of In-Store Retail CX: Shopping Season 2026” is based on a survey of 951 U.S. adults who shopped in a physical store within the three months prior, fielded solely by Sogolytics in August 2026.
