Consumers aren’t happy with just competitive prices and quality products anymore, now they are looking for convenience, sustainability and a seamless online/offline experience. Retailers who fail to adapt to these changing habits risk getting left behind.

So, what exactly do UK shoppers want in 2025? Let’s break down the trends, behaviours and expectations we’re facing in the retail landscape today.

The Changing Landscape of Retail

UK retail has undergone huge changes over the past decade, with the pandemic accelerating online shopping and recent economic uncertainty forcing consumers to rethink their spending habits.

In July 2025, retail sales rose 2.5% year-on-year, boosted by warm weather and England’s Euros success, but consumer confidence fell back to just 22%, its lowest since January. This contrast highlights the complexity of today’s consumer mood: optimism in moments, cautiousness in outlook.

Physical retail remains surprisingly resilient. As of 2023, around 72% of UK retail purchases still took place in-store, and nearly half of consumers continue to visit a shop weekly. For many, stores remain central to the shopping experience, provided they offer convenience, service, and added value.

What Shoppers Value Most

With the numerous challenges retailers are facing in 2025, it’s important to prioritise the things that shoppers value the most.

Price and value

With everyday costs weighing heavily on consumers, value for money is front and centre. Many shoppers are looking for smarter ways to manage their spending, from making savings on cheaper alternatives to waiting for seasonal sales and offers or shopping around for the best deals. For retailers, that means proving value at every turn.

Convenience

Modern shoppers expect retail to fit around their lives. Whether it’s ordering online with fast delivery, offering click and collect to pick up on the go, or being able to return purchases with minimal hassle, convenience is now the benchmark for loyalty.

Convenience is a key driver for the online consumer. 37% of consumers cited convenience as the reason they choose to shop online, and 25% are drawn to online prices. (source)

Personalisation

At the same time, consumers don’t want to feel like just another transaction. They appreciate when a retailer recognises their preferences and creates an experience that feels tailored—whether online, in-store, or a combination of both.

Loyalty schemes are a brilliant way to make your customers feel valued whilst retaining their business. While money saving loyalty cards still work a treat, today's retail customers expect a more sophisticated experience. The most successful loyalty programs are those that evolve with these changing expectations, moving beyond a simple monetary rewards program into something more sophisticated. While discounts are essential, customers are also interested in other benefits, such as early access to sales, new products, or member-only events and experiential rewards.

Sustainable and Ethical Expectations

Recent years have seen a growing demand for eco-conscious brands, with more and more shoppers actively seeking out sustainable products, packaging and businesses. In particular, younger shoppers increasingly view a brand’s values as equally important as the items it sells.

Despite the financial strain caused by the cost-of-living crisis, research shows that 46% of consumers are willing to pay more for sustainably produced products, an increase of 8% from the previous year. (source)

Consumers want to know more about how their products have been sources and where they come from as well as how businesses operate and what their values are. Retailers that demonstrate transparency and authenticity often build stronger, longer-lasting relationships with their customers.

The Digital Expectation

Today’s consumer seamlessly moves between online and offline touchpoints, expecting retailers to keep up with them.

Social platforms are becoming increasingly influential in purchasing decisions, especially for Gen Z shoppers, with the ease of browsing, seeing reviews and making a purchase all in one app.

Physical retail isn’t disappearing, but it is being redefined and retailers need to keep up in order to be successful. Incorporating in-store experiences can offer a reason to visit physical stores that goes beyond just a transaction. Blending digital convenience and in-person engagement will result in a unique synchronicity.

In-store technology is becoming increasingly significant. Features such as self-checkout and virtual try-ons appeal to 19% of respondents overall. However, the importance of these technologies jumps considerably among younger generations, with 28% of Millennials and 31% of Gen Z prioritising them. (source)

The Generational Divide

Each different age group is shaping retail in a different way and understanding the nuances of each will help retailers cater to multiple audiences without losing integrity.

Gen Z is setting the tone with their optimism, social-first shopping and strong focus on brand values.

Millennials continue to prioritise convenience and flexibility whilst balancing budgets with sustainability preferences.

Gen X and Boomers lean more towards traditional retail, often valuing personal service and the reliability of in-store shopping.

What This Means for Retailers

The path forward requires balance, but many independent retailers have an advantage of being able to be flexible and pivot quickly to the many changes facing the retail landscape. Key things to remember are:

• Prove value in pricing without ruining trust

• Invest in digital tools that make shopping seamless and personal

• Reimagine stores as destinations for service and experience

• Demonstrate authenticity in sustainability and brand values

• Prioritise customer experience

Retailers than adapt to these challenges will be poised and ready for changing consumer habits in 2025 and onwards.

Conclusion

The current habits of UK consumers reflect both caution and curiosity. Shoppers are watching their spending whilst also being open to spending where it feels worthwhile, whether that means paying more for convenience, backing sustainable brands or opt-in for memorable in-store experiences.

For retailers, decoding these habits and behaviours is not just a matter of keeping up, but of staying relevant. Those who listen to what shoppers want today, will be best places to thrive tomorrow.