Retail didn't just change during the pandemic. It sped up. Shoppers moved online faster than ever, discovered brands through influencers, and started holding companies to higher standards. But when we asked 1,501 US shoppers what they actually want, the answers were more nuanced than "everything is going digital."
In August 2021, Bigeye surveyed 1,501 US shoppers aged 18 to 55 to capture a turning point for retail. Ecommerce was at record highs, department stores were closing, and digitally native brands were building loyal followings on social media.
The 74-page study breaks down what shoppers told us across five areas: in-store vs. online shopping, shopping technology, direct-to-consumer (DTC) brands and subscriptions, socially conscious consumerism, and the future of retail. Along the way, it compares Gen Z, Gen Y, and Gen X, and highlights where Hispanic consumers stand apart.
The study also features perspectives from retail and consumer experts featured on Bigeye's In Clear Focus podcast, including futurist Doug Stephens of Retail Prophet and consumer psychologist Michael R. Solomon.
Why This Research Matters
The pandemic pushed shoppers into new habits almost overnight. For brands, the big question was which of those habits would stick.
This study gives a clear, data-backed view of that moment. It shows that even at the height of ecommerce growth, most shoppers still preferred to shop in-store. It also shows how much social media, influencers, and DTC brands were reshaping the path to purchase, especially for younger shoppers.
For brand and retail teams, it's a useful baseline for understanding how today's hybrid shopper took shape, and which expectations were already forming in 2021.
Key Findings at a Glance
44% of shoppers prefer to shop in-store across categories, vs. 21% who prefer online.
89% say the ability to see, touch, try, or experience a product adds value to shopping in-store.
52% of open-ended responses about improving in-store experiences mention customer service.
9 in 10 influencer followers bought a product after seeing it used, reviewed, or recommended by an influencer in the past six months.
38% of influencer followers say they trust influencers more than their friends for product recommendations, yet 40% say their trust in influencers has decreased since COVID.
63% of Gen Z bought from a DTC brand in the past six months, compared with 35% of Gen X.
72% of Hispanic shoppers bought from a DTC brand in the past six months, vs. 42% of non-Hispanic shoppers.
75% of smart speaker and display owners use them for shopping.
89% say a product's visual appeal is important to their brand choices.
53% believe most retail stores will be fully automated with robots and involve little human interaction by 2030.
What's Inside the Study
In-Store or Online? The Rise of Social Shopping
Even after a surge in online shopping, in-store still wins for most shoppers, especially for food and drink (61%) and furniture and homewares (51%). People value being able to interact with products, find better prices or value, and discover things they haven't seen online. When asked what retailers could do better, customer service came up more than anything else.
This section also digs into influencer marketing: who follows influencers, which types they trust most (macro influencers with 100,000 to 1 million followers ranked highest), how often followers buy, and which social platforms drive brand discovery and product research by generation.
Shopping Tech: AR Apps, Smart Speakers, and Amazon
Younger shoppers are leading the way with augmented reality (AR) try-on apps for clothes, glasses, makeup, and furniture. Nearly two-thirds of respondents own a smart speaker or display, and most owners use them to support shopping, from product info to delivery updates.
The section also looks at Amazon's role during the pandemic. Nearly half of shoppers said they were doing more of their shopping on Amazon than before COVID, and most remained supportive of the company even with public scrutiny of its dominance.
Direct-to-Consumer Brands and Product Subscriptions
DTC adoption is strongly generational. Gen Z is the most likely to buy DTC and the most likely to hold multiple subscriptions. Clothing, shoes, and accessories is the top DTC category across generations.
What drives the choice to buy direct? Fast or free shipping leads, followed by positive reviews, lower prices than traditional retail, and unique products not available elsewhere. The study also shows Hispanic shoppers are especially engaged, with one-third holding more than one current product subscription.
Conscious Consumerism and the Rise of "Regenizens"
Around 2 in 5 shoppers show socially conscious buying behavior, from buying secondhand to donating and swapping clothes. Gen Z is the most engaged in the circular economy.
When it comes to brand choice, visual appeal matters most (89%), followed by a brand's environmental and sustainability stance (79%), whether it makes products in the USA (78%), and whether it's local or a small business (77%). Gen Z's top wish for stores is making it easier to refill reusable containers.
Retail in 2030: What Shoppers Expect Next
We asked shoppers how likely a range of future scenarios are by 2030. A majority believe digital wallets or cryptocurrency will replace cash, cards, and checks (56%), and that most stores will be fully automated (53%). Gen Z is the most optimistic, with 52% saying more retail automation would be good for society. Gen X is far more skeptical.
Who This Research Is For
Brand and marketing leaders looking to understand how shoppers discover, evaluate, and choose brands
Retail and CPG (consumer packaged goods) teams weighing in-store experience, DTC, and subscription strategies
Ecommerce and DTC brands building on social, influencer, and direct channels
Media and influencer marketers planning platform mix and creator partnerships by generation
Strategy and insights teams who want a data-backed view of generational and Hispanic consumer differences
How to Use This Research
Rethink the in-store experience. Use the findings on customer service, product interaction, and what would bring shoppers back to stores to prioritize improvements.
Build smarter influencer programs. Use the data on trust, influencer tiers, and purchase frequency to shape creator partnerships.
Plan your platform mix by generation. See which social channels each generation uses for discovery vs. product research.
Sharpen your DTC value proposition. Lean into the purchase drivers shoppers say matter most, like shipping, reviews, and product uniqueness.
Connect with socially conscious shoppers. Understand which values and packaging choices influence brand decisions.
Pressure-test your long-term roadmap. Compare your plans with what shoppers expect retail to look like by 2030.
About the Research
Retail Disrupted is a Bigeye National Study. Data was collected August 20 to 23, 2021, through a 66-question online survey of 1,501 US shoppers aged 18 to 55. The sample is census-balanced, with a margin of error of ±3% at a 95% confidence level (Gen Z ±5%, Gen Y ±4%, Gen X ±4%).
Expert commentary comes from conversations on Bigeye's In Clear Focus podcast with Delaney Doria, Paige Garrett, Thomas Klaffke, Ksenia Newton, Graham Nolan, Chantal Schmelz, Michael R. Solomon, and Doug Stephens.
Download the Full Study
Get the complete 74-page Retail Disrupted study, with every chart, generational breakdown, and expert perspective. See how shoppers were rethinking in-store experiences, influencers, DTC brands, and the future of retail, and what it means for your brand.
Want current answers for your own shoppers? Talk to our research team, or see how we approach consumer research.
Frequently Asked Questions
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