New research suggests UK consumers have a significant preference for shopping fashion retail brands in physical stores as opposed to online.

The study conducted by Voyado, the Swedish retail technology platform, which surveyed 2,000 UK consumers, underscores the enduring attraction of physical stores, despite the rapid growth of ecommerce.

The survey found that while UK department store John Lewis and UK fashion brand Next have a notable online shopper base, with 17% favouring the digital route, other major retailers see a substantial tilt towards in-store shopping.

UK fashion brand Marks & Spencer enjoys a 45% in-store shopping preference, while UK supermarkets Tesco with its F&F Clothing range and Asda with its George range attract 50% and 42% of their clientele to their physical locations, respectively.

Breakdown of shopping preferences at UK retailers

• Primark – 57% in-store versus 7% online

• Tesco (F&F Clothing) – 50% in-store versus 9% online

• Marks & Spencer – 45% in-store versus 14% online

• TK Maxx – 42% in-store versus 9% online

• George at Asda – 42% in-store versus 13% online

• Sports Direct – 36% in-store versus 16% online

• Next – 35% in-store versus 17% online

• H&M – 31% in-store versus 13% online

• JD Sports – 30% in-store versus 15% online

• John Lewis – 26% in-store versus 17% online

• Zara – 23% in-store versus 12% online

Difficulties in the buying process

The study also sheds light on obstacles consumers face along their purchasing journey with 35% pinpointing negative reviews and 33% blaming delivery costs as primary turn-offs.

Shopping behaviour shows variation across demographics as women are more likely than men to back out of purchases due to return fees (26% versus 18%).

Generational distinctions are also evident with Gen Z, Millennials and Gen X being particularly sensitive to negative reviews and Boomers to delivery costs (40%).

Voyado UK and Ireland sales director Max Etheridge said: “Our research highlights an evolving retail landscape, where the high street isn’t just surviving — it’s thriving. For retailers, this presents an opportunity to create immersive in-store experiences that strengthen brand loyalty and drive conversions beyond just discounts.

“Today’s consumers are more price-sensitive than ever, actively hunting for deals and discounts, which puts pressure on profit margins, especially online. Yet, our research highlights a crucial contradiction — despite the ease of e-commerce, shoppers still actively choose physical stores for their retail experiences.

“The key to success lies in a seamless omnichannel strategy that integrates digital convenience with the irreplaceable value of in-store shopping, ensuring customers receive a consistent and engaging experience across all touchpoints.”

Where Brits splurge after essentials

The research suggests that Brits prioritise dining out with 23% of the respondents showing their desire to spend on it beyond essential expenses. This was followed by streaming services and fashion, with 16% of respondents willing to splash their cash on each.

Spending patterns do vary with some Brits (16%) not allocating their disposable income towards any particular category, while 12% said they invested all extra funds into savings post-bills. Here too, generational differences emerge, with Boomers more inclined to save (19%) compared to 6% of Gen Z.