Great Northern has partnered with the Path to Purchase Institute for the fifth consecutive year to explore the latest trends in physical retail shopping.
This collaboration began during the COVID-19 pandemic, a time when e-commerce was booming and uncertainty loomed over the future of physical stores. As the pandemic receded into the past, shoppers returned to brick-and-mortar stores, but their behaviors have evolved.
Our 2025 survey aimed to further capture these changes, focusing on shopping habits and the factors driving in-store visits. The primary reason for visiting physical stores remains the ability to see and interact with products firsthand, whether selecting groceries or home furnishings.
While eCommerce remains strong, physical retail has rebounded, with consumers valuing the full experience of interacting with products in-person. Key motivators for in-store visits include avoiding shipping charges, accessing promotions, and enjoying instant gratification. Shoppers also prioritize a seamless experience—expecting stocked shelves, clean environments, easy navigation, and streamlined checkouts. Technology, such as tap-to-pay and shopping apps, plays a crucial role in reducing friction and enhancing convenience.
The study also reveals a shift in consumer behavior, with fewer spontaneous purchases overall, though younger generations remain more impulsive, especially when influenced by promotions and strategic end-of-aisle displays. In-store marketing remains influential, particularly end-of-aisle, seasonal, and large product displays. Private label products are gaining popularity, especially among Gen Z and Millennials, due to their affordability. While some retail channels like home improvement and electronics see fewer visits, grocery, dollar, and mass retailers are thriving. To stay competitive, brands and retailers must provide relevant experiences that engage shoppers and win in today’s dynamic marketplace.
