Generation shopping gap: 40% of Gen Z say they’ve NEVER bought anything from a brick-and-mortar store
Shopping habits in the UK are changing. Alongside traditional stores, more people are buying through social media, online marketplaces and second-hand platforms. But where are shoppers choosing to spend their money, and what brings them back?
Adobe Express surveyed 2,000 Brits to explore what drives people to shop across different retail channels, how habits have changed over the past year, and what consumers expect from brands as retail moves forward. The findings show how marketing, trust, convenience and personal values are shaping buying decisions, and what retailers need to do to stay relevant.
Where Brits are choosing to shop in 2026
The way consumers shop is no longer defined by a single channel. Instead, Brits are mixing physical, digital, and social experiences depending on convenience, price, and trust.
While online shopping continues to grow, with 29% of consumers increasing their digital purchases over the past year, brick-and-mortar stores are seeing mixed results. With nearly a quarter of consumers (23%) saying they’ve visited independent retail stores less frequently, suggesting pressure on smaller businesses as shoppers are now prioritising speed and value.
At the same time, second-hand retail is experiencing a renewed interest. With almost one in three consumers (29%) say they are visiting second-hand clothing stores more often than last year, reflecting growing awareness around affordability and sustainability.
Social commerce is also becoming a mainstream shopping route. With 29% of Brits buying more via social media platforms, discovery led shopping, driven by ads, creators, and shareable content, is playing a bigger role in purchase decisions now more than ever.
What influences purchasing decisions today?
Despite the rise of digital retail, traditional advertising still holds power. A third of consumers (33%) say TV adverts remain the most influential driver of purchases, outperforming social media ads, influencer promotions, and AI-driven recommendations.
Trust remains a critical factor. Just 12% of respondents say they trust AI-based product recommendations, highlighting widespread scepticism toward AI suggestions. Instead, consumers respond better to physical experiences, with over a third (37%) saying free samples would be the most effective way for brands to influence their buying decisions.
This suggests that while technology can support discovery, brands still need to focus on authenticity, transparency, and real-world value to convert interest into loyalty.
How shopping habits differ by gender
Shopping preferences vary noticeably between men and women, particularly when it comes to physical retail and social commerce.
Women are returning to brick-and-mortar stores at a higher rate, with 30% saying they’ve shopped in physical stores more over the past 12 months, compared with just 17% of men. Women are also leading the shift toward social shopping, with a third (33%) increasing their use of social media platforms for purchases, versus 25% of men.
Second-hand shopping is rising across both groups, though women again lead slightly, with 32% increasing their use of online second-hand clothing platforms compared to 25% of men.
When it comes to marketing influence, men are most persuaded by TV advertising (35%), while women are more swayed by social media ads (35%). Women are also far more likely to be influenced by free samples (43%), whereas men show a stronger preference for fewer ads overall (34%).
A generational divide in retail behaviour
Age plays one of the biggest roles in shaping shopping preferences, and the differences between generations are clear.
A significant share of Gen Z (40%) say they have never bought from a brick-and-mortar store, underlining how digital-first their purchasing journeys have become. Millennials are also driving change, with more than three-quarters (78%) increasing their use of social media shopping over the past year.
At the same time, a third of Millennials (33%) say they’ve reduced how often they shop at independent stores, reflecting a shift toward larger platforms and integrated online experiences.
Marketing influence also varies by age. Gen Z (39%) and Millennials (77%) are most influenced by social media advertising, while Gen X and Baby Boomers remain more responsive to traditional TV adverts, reinforcing the need for brands to tailor messaging across generations.
Regional shopping trends across the UK
Retail behaviour also differs significantly depending on location.
More than a quarter of Londoners (28%) say they have never used a brick-and-mortar store, compared with Wales, where in-store shopping has increased substantially over the past year (up 20%). Londoners also show the strongest appetite for social commerce, with 44% expressing interest in buying via social media platforms.
By contrast, consumers in Eastern England are the most hesitant toward social shopping, with 30% saying they’ve never used social commerce platforms.
Second-hand shopping is particularly popular in the Northwest, where 34% of shoppers purchase from online resale platforms, the highest of any UK region. Meanwhile, Northern Ireland stands out for its support of independent retailers, with 26% of consumers saying they are most likely to shop locally.
Adobe Express shares tips on how businesses can adapt to industry changes:
Know your audience: It’s clear that factors like gender, age, and location influence how people shop, as well as the marketing strategies they best respond to. Businesses should dedicate the time to getting to know potential customers, and make sure they are tailoring strategies to meet shoppers where they’re searching.
Embrace social commerce: Gen Z leads the way when it comes to social media shopping, and around 78% of Millennials have followed suit over the past twelve months. Given this shift, making shareable, engaging content should be a focus. Whether it’s through refreshed branding like stand-out social media banners and profile pictures, or engaging social media posts, there are various ways to connect with an audience.
Stay on top of trends: Shopping habits are always changing, and it’s just as important to regularly monitor trends and keep up with what’s new. By reflecting what consumers care most about, businesses will be more likely to stand out in a fast-moving market.