2026 SPECIAL REPORT
Part 2 of 3:
Our sixth annual survey includes a variety of generational data on in-store shopping and technology, impulse buying and private label that provides a crucial window into the attitudes and behaviors of younger versus older shoppers.
By Michael Applebaum
2026 has given rise to a more selective shopper, and amid the changing national and global landscape, the Path to Purchase Institute fielded its sixth annual survey examining the in-store shopping experience.
From Feb. 4-16, in partnership with Great Northern Instore, we surveyed 1,000 consumers who identified themselves as a decision-maker for shopping for at least one product category of interest.
Generational Shopper Behaviors
These results provide a crucial window into the attitudes and behaviors of younger versus older shoppers on a range of topics — including in-store shopping and technology, impulse buying and private label.
69% of Baby Boomer/Silent Gen respondents said the ability to see products in person (and interact hands-on) is one of the main reasons to shop in-store. Only 39% of Gen Z and Millennials said the same.
Want more channel-specific data?
Download the full members-only report from P2PI.com.
PART 1
PART 2
PART 3
Path to Purchase Institute members can access the full research deck at any time on P2PI.com
% of Shopping Done In-Store
Monthly Shopping Frequency (Among those who shop once per month or more often)
Fresh foods Alcoholic beverages Refrigerated food items Frozen food items Non-alcoholic beverages Packaged/shelf-stable food items Non-food household essentials Apparel Pet care Sporting goods Personal care items Home improvement/décor Medication Electronics
69% 67% 70% 67% 66% 69% 64% 54% 68% 65% 68% 65% 69% 65%
Refrigerated food items Fresh foods Non-alcoholic beverages Frozen food items Pet care Non-food household essentials Personal care items Packaged/shelf-stable food items Alcoholic beverages Sporting goods Medication Apparel Home improvement/décor Electronics
73% 67% 69% 77% 70% 71% 70% 73% 70% 68% 72% 70% 73% 67%
Data Source: Future of the In-Store Shopping Experience Study, March 2026 Q110. In a typical month, about how many times do you shop for each of the following (including all shopping visits in a physical store and online)? Q115. And in a typical month, about how many times do you go to a physical store to shop for each of the following? [Base: Among those who indicate shopping for each category at least once per month, varies n=125-749]
Data Source: Future of the In-Store Shopping Experience Study, March 2026 Q120. You said you shop for the following less often than once per month. In a typical 3-month period, about how many times do you shop for the following (including all visits in a physical store and online)? Q125. And in a typical 3-month period, about how many ties do you go to a physical store to shop for the following? [Base: Among those who indicate shopping for each category less often than once per month, varies n=39-422: *Indicates low base size (<50n)]
The most common pain points experienced when shopping in-store continue to be out-of-stocks and crowds. Compared to last year, shoppers are more likely to mention poor customer service and the time needed to shop as pain points.
Shopping Frequency in 3-Month Period (Among those who shop less often than once per month)
Frequency of In-Store Displays & Messaging Encouraging Consideration: Locate the product in-store and consider purchasing it
Reasons for Choosing Private Label Items Across Categories
Data Source: Future of the In-Store Shopping Experience Study, March 2026 Q250. What are your top 3 pain points of shopping inside a store? Select up to three from the following list, and/or write in your own. [Base: Total Respondents, n=1,000]
Data Source: Future of the In-Store Shopping Experience Study, March 2026 Q267. How often do seeing or hearing each of these types of product displays or messaging inside stores encourage you to do either of the following? [Base: Respondents who notice each type of product display or messaging while shopping in-stores, varies n=134-375]
Data Source: Future of the In-Store Shopping Experience Study, March 2026 Q275. What makes you choose private label or store brand products over name-brand products when shopping at…? [Base: Among those who indicate purchasing private label products from each store type; Supercenters/Mass Merchandisers, n=145; Grocery, n=157]
Read all the Highlights From Part 2
Click here to reveal what our research uncovered
47% of Gen Z and Millennial respondents said videos and digital signage in stores make their shopping experience better. Only 29% of Baby Boomers/Silent Gen said the same.
46% of respondents said that a product being on sale or having a special offer influenced them to make an unplanned purchase in the store.
5%
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Parts 2 and 3 of our report will drop later this year, focusing on generational shopper behaviors and the future of in-store, respectively. Path to Purchase Institute members can access the full research deck at any time on P2PI.com.
Evolution of the In-Store
Shopping Experience
Generational
Shopper Behaviors
Generational breakdown for those who answered they are shopping in-store “more often” for a store type
Generational breakdown for those who reported the technology makes the experience better
In Part 2 of our survey results, we take a deep dive into the generational data. This includes comparative survey results divided into three main segments: Gen Z/Millennials, Gen X and Baby Boomers/Silent Generation.
COMING SOON...
