Why under-35s love physical retail.

Once again, the media is fixated on the so-called ‘death’ of the high street, pushing the same tired narrative. Yes, times are tough - rising costs, economic uncertainty, and shifting consumer habits are real challenges.

But what we’re seeing isn’t decline - it’s evolution.

This cornerstone of our culture is showing early signs of a grassroots revival - driven by innovative businesses who see opportunities, not obstacles. Across the UK, we’re seeing fresh retail concepts, independent success stories, and bold reinvestment from established brands.

From independents to multi-location national brands, smart businesses see the proof: physical retail still holds immense value - and arguably, more than ever. The savviest retailers know this, and they’re investing in their spaces, not just maintaining them, but reframing their purpose to better serve today’s consumers

Last week's Consumer Pulse Report by MRI Software and Retail Economics found that 88% of the UK population visited a retail destination in October and November 2024 - an 86.1% increase since May. What’s driving this?

• The return to the office – Office workers are breathing life back into high streets, with lunch hours and post-5pm visits on Tuesdays and Wednesdays driving footfall.
• Experiential retail – Under-35s are leading the charge, averaging 9.5 visits to retail destinations per month, more than double that of over-55s. From dining to immersive store experiences, they’re engaging with retail in new ways.

Retailers that understand these shifts can adapt and build resilience in a changing market.

• Physical retail remains a powerful touchpoint – Social commerce (TikTok, Instagram) is influencing footfall, blending online discovery with in-store experiences.
• Office workers remain an important audience – With 31% playing a “key role” in high street retail, there’s potential for retailers to rethink how they engage this group - through lunchtime promotions, after-work experiences, and hybrid-friendly convenience.
• Experiential retail is a growth area – Shoppers want more than just products; they want interactive and immersive brand experiences. Those who adapt will be better placed for the future.

This is exactly what Laura Harris, founder of High Street Positives, Matt Jinks of Destination High Street and I discussed recently. The high street isn’t without challenges, but success stories are happening. Retailers investing in innovation, community engagement, and experience-led spaces are finding growth.

At We Are Acuity, we help brands navigate this evolving landscape with hyper-local marketing strategies that resonate with real people, in real places.

The data is clear: physical retail is evolving, not disappearing. 2025 won’t be easy, but for those who adapt, the opportunity is real.

Are you seeing these shifts in your area?

What’s working—and what still needs to change? Let’s discuss.

We’ll be exploring how to leverage these insights at our next Talking Local Webinar #6 – How to Maximise Your Digital Reach, hosted by We Are Acuity and Be Addressable.

Join us on 26th March at 11am to learn how to connect with these experience-driven consumers and turn insights into impactful local campaigns.

Sign up here and make the most of these emerging opportunities.

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