The young woman scrolling on her phone in the store isn’t avoiding interaction — she’s overwhelmed by too many choices and can’t figure out where to start.
The Boomer methodically browsing racks isn’t settling for basics; she’s trying to piece together looks that retailers have failed to showcase. These insights from ChangeUp’s recent nationwide study of over 2,000 apparel shoppers don’t just challenge generational stereotypes. They expose a critical misalignment between how retailers perceive shoppers and what those shoppers actually want.
“The disconnect between brands and shoppers is costing retailers significant opportunities,” says Lynn Gonsior, chief operations officer of ChangeUp, the experience design agency behind the research. “When we strip away generational myths, we uncover a much more nuanced reality about what drives purchasing decisions across age groups.”
The Universal Desire for Better Basics
What’s most striking in the findings is what’s working across generations and what isn’t. While retailers pour millions into the latest tech initiatives, shoppers are begging for something much simpler: stores they can actually navigate without feeling lost, merchandise that’s logically organized and spaces that inspire them and don’t trigger sensory overload.
Take Boomers, for instance, only 33 percent of them report they feel inspired by the in-store experience. It’s not the retailers with the flashiest screens or the most innovative apps that break through, but the stores that nail the fundamentals first and foremost.
Of all the brands included in the survey, Nike stands alone as the only retailer truly delivering across all age groups. Why? Their stores demonstrate a clear point-of-view through focused storytelling and their organizational strategy makes sense without cognitive overload while delivering an emotional connection to the brand. A shopper walks in and instantly gets it; no instruction manual is needed.
The Specialist vs. Big-Box Divide
The study also reveals a stark contrast between specialty retailers and big-box stores. Brands like Lululemon and Levi’s consistently outperform larger retailers in shopper satisfaction, despite their narrower assortments. The reason? They’ve created environments aligned with shopper mindsets.
Specialty retailers are winning because they create spaces that make sense for how their customers actually shop. Meanwhile, big-box retailers throw everything at the wall and create environments so overwhelming that shoppers can’t see past the chaos.
This explains why even supposedly price-driven Gen X shoppers don’t simply chase the lowest price tag. In fact, only 33 percent of them will tolerate a bad store experience to save a few bucks. Value still matters, but poor experiences drive them away regardless of price.
The Three Principles of Reshaping Retail
Our research cuts through the noise to reveal three principles that separate category leaders from the rest.
- Master the basics before adding complexity. 68 percent of shoppers reported they would switch stores for better store organization and navigation. Before investing in the next digital innovation, retailers have to ensure they’ve nailed the fundamentals of navigation, organization and atmosphere.
- Edit for impact. Shoppers are drowning in choice. Nike succeeds not by offering more, but by offering better. When half of Gen Z shoppers report that in-store shopping is stressful, a jam-packed floor isn’t generous — it’s a burden.
- Match your space to your shopper’s mindset. Retailers who understand why people visit their stores see significantly better results. Athleta’s mindful shopping spaces reduce stress, while Lululemon’s community-driven approach fosters loyalty. Contrast that with traditional retailers’ cluttered environments that create confusion.
The Retail Reset
Our findings suggest a fundamental reset is needed to rethink store design. We’re seeing that even value-oriented shoppers won’t trade the experience for price. The most successful big-box retailers are carving out distinct shopping zones that respect both their brand position and their shoppers’ cognitive bandwidth.
For specialty retailers, the path forward lies in doubling down on curated, meaningful environments. The research shows shoppers will pay more for well-designed retail space. Gen Z — despite having the least disposable income — is the most willing to pay premium prices for premium experiences.
The retailers who thrive will be those who truly understand how their specific customers want to discover and interact with products. When designing with shopper needs in mind rather than generational stereotypes, retailers create experiences that are more intuitive, more engaging and ultimately more profitable. This success comes from a deep understanding of shopper psychology, precise execution of retail fundamentals and creating environments that resonate with how people want to shop today.
