Nearly half of UK shoppers (45 per cent) now prefer in-store shopping, compared to 30 per cent who favour online purchases, according to new research commissioned by Battersea Power Station, one of London’s prominent shopping destinations. The shift toward the high street is largely attributed to the joy of hands-on shopping experiences, such as trying on various sizes and styles (38 per cent), and the convenience of accessing multiple stores in one location (30 per cent).
The research also reveals that two-thirds of UK shoppers use fashion as a means to feel confident and empowered, as opposed to merely following trends. Additionally, one-third of respondents noted that they find their best style inspiration during in-store shopping experiences.
On a deeper emotional level, the study highlights challenges faced by many shoppers: 47 per cent of UK residents, rising to 56 per cent for women, find looking at themselves in the mirror while trying on clothes to be a difficult experience. Furthermore, nearly half (47 per cent) of 25–34-year-olds believe that shopping destinations must offer engaging in-store experiences to attract visitors who typically shop online.
“As the research shows, consumers are moving away from online shopping and returning to shopping in person. We’re proud to be creating a destination where retail goes beyond transactions – it’s about atmosphere, engagement, and ultimately the visitor journey leading to a positive shopping experience. From exciting new concept stores to innovative in-store services, the brands at Battersea Power Station are always looking for ways to elevate our visitors’ overall experience at the riverside neighbourhood,” said Kate Boothman-Meier, head of communications and marketing at Battersea Power Station Development Company.
In response, Battersea Power Station’s fashion and beauty retailers will host a series of events from May 12-31, 2025, as part of the Radiant Reflections campaign. This initiative encourages shoppers to celebrate themselves and their reflections, adding a meaningful and engaging layer to the riverside neighbourhood’s shopping experience.
