The younger population are driving demand for experience-led retail, seeking out in-store events, aesthetics, exclusive product launches and content creation opportunities, according to a new survey from global real estate advisor, CBRE.
The report, Retail Generational Survey 2026, analysed consumer behaviour and key generational differences impacting the UK retail market. More than a third (34%) of respondents said they care about store aesthetics, with 29% wanting in-store events. 14% of consumers are looking for content creation opportunities within stores, reflecting the growing role of social media within brand and destination marketing strategies.
When asked which social channels are used for brand discovery, TikTok ranked highest across all age groups. TikTok’s dominance is more pronounced within the Gen Z cohort, with 65% of this group stating they purchase products based on an influencer recommendation. This compares to 44% and 45% for Gen Alpha and Millennials, respectively.
All cohorts that were surveyed said they preferred in-store shopping, driven by product range. For clothing & footwear specifically, almost two thirds (63%) of Gen Alpha and more than half (54%) of younger Gen Z that had a preference chose in-store, reinforcing the relevance of flagship and destination stores.
“Millennials currently hold the spending power, but growing up in the digital era has certainly shaped how the youngest consumers engage with, and value, the shopping experience,” said Graham Barr, CBRE’s head of UK retail. “Despite the oldest member of Gen Alpha being just 16 years old, they are already influencing the sector through direct engagement with brands both online and offline.”
He added: “Interestingly, our survey found consistency in responses across a number of topics, which counteracts what perception sometimes tells us. This allows both landlords and retailers to make informed decisions that have wide reaching impact.”
When asked what the barriers are to online shopping, half of those surveyed said delivery cost was the greatest factor, followed by delivery time. The lack of ability to check product quality and sizing are also significant deterrence factors for online shopping, particularly for the younger generations.
Miranda Botcherby, Director, UK Research at CBRE added: “The omnichannel strategy is front of mind for a lot of retailers as they look to strike the balance between online and physical retail. In-store retail offers direct and immediate access to products at a lower all-in cost, while supporting online presence with click and collect capabilities, ultimately relieving some of the pressures identified by respondents.”
Find the full survey here.
