The news: Digital fatigue is driving interest in physical interactions and in-store offerings, with 80% of US adults desiring real-world experiences that don’t rely on screens, per a Quad survey conducted by The Harris Poll.

• 20% report feeling drained by online shopping and product browsing, including 31% of Gen Zers.
• 36% of adults are fatigued by scrolling social media—jumping to 49% among Gen Zers—while 20% feel tired from sending texts and emails.

This exhaustion could be contributing to consumers’ interest in destination shopping and physical moments.

• 69% are willing to go out of their way for an in-person shopping experience.
• 71% say such experiences add to their brand loyalty.
• 79% think being able to touch and feel products is crucial for purchase decisions.

Zooming out: As a generation that grew up surrounded by screens, Gen Z is eager to put technology down. That opens doors for brands that are willing to invest in physical experiences in response to burnout.

Many retailers are already building real-world experiences to meet this demand.

• Levi’s offers in-person tailoring, alterations, and customization at select locations, where customers can personalize clothing and learn DIY methods.
• Michaels launched an “experiential store model” this year that includes embroidery, engraving, and made-to-order sticker options, as well as a Pinterest Trend Bar.
• Foot Locker, in partnership with Nike, offers a hyperlocal space in Los Angeles with amenities like an equipment room and creative workspaces.

Recommendations for retailers and marketers: Considering two-thirds of Gen Z adults want a “feeling of human touch” around packaging and online ads, brands should audit product design, store experiences, and digital ad creative to include cues that feel human and personal.

• Explore blending digital and physical experiences, such as store offerings that lead to discounts on online purchases.
• Match in-store displays to current shopping trends to maintain relevance and encourage impromptu visits.
• Track how loyalty sign-ups are tied to physical events, and measure repeat visits around in-person activations to evaluate brand-specific demand.

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