What: New research reveals shifting consumer behavior with increased in-store preference and technology adoption driving retail growth expectations for summer 2025.

Why it is important: The research highlights the evolving retail landscape where technology integration and in-store experiences are becoming crucial drivers of consumer engagement and sales growth.

Virgin Media O2 Business's latest Movers Index reveals promising trends for the UK retail sector, with 55% of retailers anticipating positive effects from the approaching summer season. Consumer data shows 25% of shoppers planning to increase their spending over the next three months, despite 38% having reduced non-essential purchases in Q2. The research highlights a strong preference for physical retail, with 56% of consumers favoring in-store shopping over online alternatives. Technology plays a crucial role in this shift, with 48% of consumers utilizing tech solutions to enhance their in-store experience. Retailers are responding proactively, with 41% planning special summer deals and discounts. The data also reveals changing shopping patterns, with consumers particularly interested in same-day delivery from local stores (32%), real-time stock availability systems (29%), and personalised in-store offers via smartphone (20%). This combination of traditional retail values and technological innovation suggests a transformative period for the sector.

IADS Notes: The projected summer retail boost aligns with broader consumer spending trends observed throughout 2024-25. In December 2024, holiday retail demonstrated strong performance across both digital and physical channels, with global sales reaching $1.2 trillion. This momentum continued into early 2025, with European shoppers showing a marked preference (92%) for in-store experiences despite digital growth. The trend toward physical retail was further reinforced by John Lewis's December 2024 trend report, which revealed 68% of customers combining shopping with dining experiences. These developments reflect a significant shift in consumer behavior, with retailers successfully adapting through technology integration, as evidenced by the implementation of smart solutions that have improved inventory accuracy from 60-70% to 98% in early 2025.

UK retail expected to see a boost over summer due to higher consumer spending, according to new research