Retail Trends 2022: What Americans Want From Retailers

Attest, a consumer research platform for the world’s biggest brands, today releases new data on the retail trends that are likely to shape 2022. The research is found within the second annual US Consumer Trends report that tracks sentiment and behaviors ahead of the new year. Key findings include:

1. Overall, it’s bad news for Main Street when it comes to Americans’ shopping habits:

• Coming into 2022, is the online/offline split returning to normal now that physical stores are back open again? Attest’s research indicates that Americans still favor online shopping, with 37% saying they “mostly” or “always” shop online for products (excluding food), versus 32% who primarily shop in-store. Meanwhile, 30% split their shopping between online and offline.

2. Millennials are the demographic most likely to favor online shopping: 

• Nearly half (45%) of millennials are now “mostly” or “always” shopping online. This compares to 40% of Gen Z, 36% of Gen X, and 24.5% of Boomers. 
• Boomers are the only demographic to favor shopping in-store - 49% say they shop primarily in-store for non-food products.

3. Shopping has become our favorite national pastime:

• But there’s some good news for the retail industry - the activity that Americans are most likely to be doing frequently going into 2022 is shopping; a huge 60% of respondents say they go shopping weekly or daily.
• In comparison, only 29% are doing a sporting activity with this frequency, and 22% are going to a group, club or class.

4. Supermarkets are still tops for food shopping, despite increasing online options:

• Despite the growth in same-day online delivery from supermarkets, Americans still prefer to shop for groceries the old-fashioned way. Six in ten (60%) prefer to shop in-store, versus just 21% that primarily purchases groceries online. A further 19% split their food shopping between online and offline.
• Boomers are the most wedded to the supermarket, with 81% always or mostly shopping there (only 9% favor online shopping). By contrast, the most likely to shop for food online are Millennials; 29% favor it. 

Jeremy King, CEO and Founder of Attest, said of the research: “This data highlights the continuing challenges that Main Street will likely face going into 2022 as online shopping continues to be Americans’ preferred way of shopping. However, there is welcome news for retailers of all stripes. The Attest research finds that the public is spending more time than ever shopping, turning the activity into the nation’s favorite pastime. This presents a great opportunity for online and offline retailers as we enter the new year.”