Survey: Consumers value in-store experience; still making unplanned purchases
While consumers say they plan to scale back spending in the face of looming tariffs, many have still found themselves making impromptu in-store purchases.
That’s according to a new study from in-store experience management platform Optimum Retailing, which revealed that more than seven-in-10 (72%) consumers have made an unplanned in-store discretionary purchase in the past month, even as 69% say they plan to decrease (34%) or maintain (35%) their discretionary spending over the next six months.
Notably, only 5% of shoppers surveyed by Optimum Retailing said that in-store shopping doesn't feel worth it anymore, although more than six-in-10 (63%) consumers say shopping in-store has become more stressful. Still, over half still find the experience enjoyable (32%) or worthwhile (24%), indicating a strong opportunity for retail leaders to drive sales and engagement.
[READ MORE: NRF: Sales slowed across nearly all sectors in June amid ongoing tariff concerns]
“Brick-and-mortar retail continues to play a vital role in consumer decision-making, especially when shoppers’ budgets are tight,” said Sam Vise, CEO of Optimum Retailing. “However, shoppers finding value in-store isn’t a given either. Our data underscores that U.S. consumers won’t settle for less than clear store layouts, relevant products, and meaningful incentives – factors that can drive loyalty and spark unplanned purchases among shoppers.”Other survey highlights are below.
Other survey highlights are below.
*The top three drivers of unplanned discretionary purchases in-store are limited-time sales or promotions (55%), attention-grabbing product displays (45%), and the ability to get the product instantly (26%).
•The top three barriers to unplanned discretionary purchases in-store are guilt about extra spending (47%), higher prices than online (41%), and a lack of promotion or sales (31%).
•Despite sometimes buying things on a whim, shoppers are working to stay on budget. Nearly half (46%) of those surveyed said they do a good job of sticking to their discretionary budget, while 25% admit it’s “hit or miss.”
•Dining out/takeout (48%), clothing/accessories (44%) and electronics/gadgets (37%) are the top three product categories where consumers plan to trim unplanned purchases.
For Optimum Retailing’s “U.S. Consumer Spending Habits: Insights for Retailers for 2026” report, the company surveyed 1,000 U.S. consumers in June 2025. All respondents were 18 years or older and had made discretionary purchases in the past six months.
