Retail Trends 2025: What Consumers Really Think

Shopping habits are evolving fast.

Shopping habits are evolving rapidly in 2025. From data privacy concerns to the rise of Click & Collect and sustainable shopping, today’s consumers are shaping the future of retail. But what really matters to them?

To find out, we surveyed our Angelfish Opinions community to gather fresh insights into retail trends, shopping behaviours, and digital experiences. Their responses reveal key insights that brands need to know to stay ahead.

Who We Asked

We spoke to a cross-section of UK consumers (full demographic breakdown available in the appendix) to understand their shopping behaviours, preferences, and attitudes. Their insights provide a real-world snapshot of how consumers are navigating today’s retail landscape.  

Key Findings

Data Security is a Major Concern

Shoppers are paying attention to how brands handle their personal data. When asked how important data transparency and security are, respondents gave an average score of 4.14 out of 5, showing that consumers expect brands to be open and responsible.

🔑 Key takeaway for brands: Transparency around data usage is crucial. Brands that prioritise security and clearly communicate their policies will build stronger trust with their customers.

Personalisation: The Fine Line Between Helpful and Intrusive

We asked respondents how important personalised shopping experiences—such as tailored recommendations and exclusive offers—are to them. The result? A middle-of-the-road response, indicating that while personalisation can be valuable, consumers don’t want brands to overstep.

🔑 Key takeaway for brands: Striking the right balance is key. Overly aggressive personalisation can feel intrusive, whereas well-executed recommendations can enhance the shopping experience.

Are Consumers Overwhelmed by Retail Marketing?

With brands competing for attention through emails, ads, and promotions, we wanted to know: are consumers feeling bombarded? The average score was 3.1 out of 5, meaning opinions are mixed. Some appreciate targeted marketing, while others feel it’s excessive.

🔑 Key takeaway for brands: Focus on quality over quantity. Sending too many messages could lead to consumer fatigue, while well-timed, relevant offers will have a stronger impact.

How People Are Shopping in 2025

• In-store shopping remains dominant, with 90% of respondents making purchases this way.
• Click & Collect is thriving, with 71% of shoppers taking advantage of the convenience.
• Subscription-based shopping (31%) and AI-powered recommendations (27%) are growing in popularity.
• Live shopping on social media is still emerging, with only 16% of respondents engaging in this trend.

🔑 Key takeaway for brands: While digital experiences are growing, traditional in-store shopping remains crucial. Retailers should focus on creating a seamless omnichannel experience.

Sustainable Shopping: What’s the First Word That Comes to Mind?

We asked shoppers to share the first word they associate with ‘sustainable shopping.’ The most common response? Expensive.

Other frequently mentioned words included eco, recycled, environment, packaging, and materials—suggesting that while sustainability is valued, affordability remains a major concern.

🔑 Key takeaway for brands: Price is a significant barrier to sustainable shopping. Brands that highlight the long-term value and affordability of eco-friendly options may see stronger consumer engagement.

How Much Do Kids Influence Shopping Decisions?

For those with children or teens in their lives, we wanted to know how much they influence purchasing decisions. Here’s what respondents said:

• 28% said kids influence their purchases a lot.
• 45% said they influence them somewhat.
• 27% said not much at all.

🔑 Key takeaway for brands: Children and teens have a strong influence on household purchases. Brands targeting families should consider appealing to both parents and younger consumers.

What This Means for Brands and Businesses

These insights highlight key trends shaping the retail landscape in 2025:

• Consumers expect transparency around data security.
• Personalisation must be balanced to avoid feeling intrusive.
• Marketing efforts should be targeted and not overwhelming.
• In-store shopping remains strong, but digital convenience is growing.
• Sustainable shopping is valued, but cost remains a concern.
• Kids play a major role in household purchasing decisions.

Brands that listen to these insights and adjust their strategies accordingly will be best positioned for success.

Want to Understand Your Customers Better?

At Angelfish Fieldwork, we specialise in finding the perfect participants for market research—whether it’s focus groups, online communities, or qualitative research projects.

If you’re looking for in-depth consumer insights to power your next project, get in touch with us today.

Interested in more consumer trends? Check out our January Health Pulse to see what the Angelfish community had to say about their 2025 health goals, and our AI Pulse to learn how people feel about artificial intelligence this year.

Further reading:
PwC’s Voice of the Consumer Survey 2024
Deloitte Report on Consumer Sustainability Preferences

Appendix: Who We Asked – Respondent Breakdown (%)

Gender: Female 68% · Male 28% · Non-binary 3% · Prefer not to say 1%

Country: England 88% · Scotland 7% · Wales 1% · Northern Ireland 4%

Ethnicity: White 82% · Black 8% · Asian 8% · Mixed 1% · Other 1%

Children: Yes 61% · No 38% · Prefer not to say 1%

Age groups: Under 25: 3% · 25–34: 7% · 35–44: 15% · 45–54: 46% · 55–64: 26% · 65+: 4%