A study suggests that the right shopping atmosphere could persuade the average Brit to spend an extra £1,100 a year. The research, conducted for wholesale marketplace Faire, found that pleasant surroundings also encourage shoppers to remain in a shop for around 40 minutes longer than they originally intended.
Independent retailers' advantage
These findings indicate that Britain's independent retailers may have a powerful advantage over larger chains, not simply through the products they sell but through the experience they create. The scent of vanilla, warm amber lighting, and a carefully curated playlist might seem like pleasant finishing touches, but they could be quietly encouraging customers to spend more.
Shopper reactions
Four in five Britons (83%) said they can immediately tell whether a shopkeeper has put genuine thought into the store's atmosphere, whether through lighting, layout, scent, or background music. When that atmosphere feels right, almost nine in 10 shoppers (87%) said they would stay longer than planned, 86% would browse more thoroughly, and nearly three quarters (73%) admitted they would spend more than they had intended.
First impressions matter
First impressions can be equally damaging. Nearly three in four shoppers (74%) said they have deliberately avoided walking into a shop because it looked bland, harsh, or unappealing from the outside. Music that is too loud emerged as the biggest deterrent, putting off 53% of shoppers. That was followed by pushy staff (43%), overpowering smells (37%), messy shelving (36%), and cluttered layouts (32%).
Expert and shopper insights
Retired architect Jinny Keatinge, 67, said small details can immediately influence whether she chooses to buy. She said: "For me, it is all about how the shop looks, and the most infuriating thing is when shops don't have any prices on the products... It's also about the staff and not being pestered. Just a simple hello is enough. I don't want to feel like I'm being followed around or pressured into buying something."
The research was supported by experts in consumer psychology and customer experience, who say these reactions are rooted in the way our brains process information. Professor Cathrine Jansson-Boyd, a consumer psychologist, said people typically form an opinion of a shop within around 20 seconds of entering. That judgement is influenced by subtle details many customers are not consciously aware of, including whether the space feels comfortable, easy to navigate, and visually appealing. She also explained that physically handling an item can trigger what psychologists describe as "psychological ownership", making shoppers subconsciously feel the product already belongs to them and increasing the likelihood that they will buy it.
Creative producer Aurelia Lorimer, 26, believes atmosphere is about authenticity rather than perfection. She said: "I love unique stores and vintage stores. I know the smell of vintage stores is a bit musky, but I do love it, and it adds character to the shop."
Charlotte Broadbent, UK general manager at Faire, said: "Independent shops can win on personal curation and character, understanding their customers and creating a space we actually want to spend time in."
