What Do Shoppers Really Want in 2025? Insights Every Retailer Needs to Know

What do shoppers expect from retailers in 2025? To find out, Lightspeed surveyed over 300 customers across different demographics and shopping habits. Their answers reveal one undeniable truth: today’s shoppers want more than just products—they’re looking for digital convenience and meaningful in-store experiences.

Here are three themes that capture some of the most pressing opportunities for retailers this year:

• Creating a recurring, loyal customer base
• Building a brand people will trust
• Blending online and offline for retail success

Creating a recurring, loyal customer base

As a retailer, it’s one challenge to get a customer into your store, but the real game-changer is turning that visit into a recurring, loyal relationship. Sustainable growth depends on repeat visits. Loyal customers don’t just make multiple purchases, they also spread positive impressions through word of mouth. 

According to Lightspeed’s most recent consumer research, 52.8% of customers are motivated to return to a store because of a positive past experience.

So how do you create a lasting impression that keeps customers coming back?

1. Host events and create experiences

Build your store into more than just a place to shop. From customer appreciation days to spontaneous pop-ups, people are looking for experiences. Adding elements like music, snacks, special guests, new items or unique themes creates a warm, accessible environment that brings people together. More than just a business, your store becomes a memory—a fun afternoon with friends, an outing with family or something unexpected to do on a Saturday.

Tying your event to a specific time can have a huge impact on turnout. Lightspeed customer WOODstack, a streetwear retailer, partnered with the Blossom Be You Project to host a Prom Prep School at their IVY Flagship. The event was a huge success, featuring DIY tutorials, free makeovers, Prom dress donations and a special appearance by Brooklyn artist Maiya the Don.

2. Pair discounts with events

Discounts are always a great way to attract and reward customers, but combining them with events makes them even more powerful. By linking two positive experiences, you give customers a stronger reason to visit and a more memorable reason to come back.

A great example of this is The Edit Sale, a luxury consignment pop-up event held in Charlotte and Dallas. The well-known and successful sale features luxury brands and steep discounts for a limited time.

3. Deliver outstanding service

Customer experience is the ultimate make-or-break factor. When was the last time you returned to a store that didn’t treat you well? Exactly. 

In today’s crowded and competitive retail landscape, standing out requires prioritizing customer comfort. Every interaction is a chance to make a lasting impression. Without being overbearing, make sure customers have what they need, take initiative and show genuine problem-solving skills. Exceptional service should always be your top priority.

Having the right tools is crucial to provide excellent service. CBS Sports uses Lightspeed POS and is able to save a significant amount of time at the checkout. With this, they can provide the best possible customer service, something they value above all else.

“If you treat the customer with respect, or even better than you’d want to be treated, then everything else will fall into place,” says co-owner Carson Searcy.

Carson explains that customer service is more than a sales tactic; it’s a daily practice. Whether you’re an owner or a salesperson, you’re expected to go the extra mile—whether that means spending time helping a customer find the perfect fit or simply making them feel welcome when they walk through the doors.

Building a brand people will trust

A trusted brand stands for something meaningful and has a clear identity. Without a strong reputation built on trust and quality, retailers risk being overlooked.

According to Lightspeed’s most recent research, customers say that brand trust, product quality and positive past experiences carry the most weight in building loyalty.

So as a retailer, how do you build that trust?

1. Create a strong brand presence 

Start by clearly articulating what your business is and why it exists. Make sure your mission, vision and values are easy to understand. They should be present not only on your website and social media, but in every decision and interaction. Every team member represents your brand and every choice you make reflects it. Keep it consistent.

Lululemon is a great example of brand clarity. People recognize it for sustainability, high-quality activewear and community empowerment. Through a transparent website, a network of ambassadors, participation in events and engaged customer service, Lululemon has built lasting trust.

2. Build a team of product experts

Few things damage trust more than a customer asking a question in your store and getting a blank stare. A knowledgeable and passionate team shows customers you believe in what you sell. When employees stand behind the product, customers are more likely to engage.

Apple’s Genius Bar demonstrates this well. It’s not just the “Genius” title that inspires trust, it’s the expertise and commitment to finding solutions that reassure customers they’re in capable hands.

3. Focus on your best sellers

Identifying your top-performing and high-margin products helps you direct energy where it matters. Highlighting these items in your merchandising strategies reinforces value over volume.

With Lightspeed Insights, you can see sales data at a glance, identify what’s driving growth and spot areas for improvement. This makes it easier to understand what’s building your brand in a tangible way.

Blending online and offline for retail success

As a brick and mortar retailer, ecommerce can sometimes feel like a disruptive force pulling customers away. But there’s another way to look at it.

The data shows brick and mortar isn’t going anywhere. In fact, according to our research, 76.4% of shoppers prefer to see, touch or try products before making a purchase—an advantage physical stores continue to hold over ecommerce.

At the same time, ecommerce keeps growing. The best path forward is not to see these channels as competitors but to make them work together. By creating seamless connections between your online and offline experiences, you can attract more customers and increase in-store sales.

Here are some practical ways to do that:

• Stock high demand items: Place your best sellers in high-visibility spots so customers can find them quickly. Use signage to highlight trending products and create dedicated displays to make popular items stand out. Pair these displays with online promotions so customers recognize them right away when they visit your store.
• Offer interactive experiences: Train staff to actively push the right products and answer questions. For example, create a demo station where customers can test gadgets, try on apparel or sample beauty products. This builds trust, boosts confidence in the purchase and creates a memorable experience they can’t get online.
• Run in-store exclusives: Offer special promotions available only in person, such as bundle discounts, loyalty rewards or early access to new arrivals. These strategies reinforce the value of shopping in store and give people a reason to visit.
• Sync your systems in real time: Connect your ecommerce site with your POS so inventory updates instantly across both channels. This prevents customer frustration from stockouts and makes reliable services like buy online, pick up in store possible. It also builds trust, since shoppers know what they see online will actually be available when they arrive. With Lightspeed eCom, you can sync everything from a single platform with centralized inventory, order management and pricing.

By blending the strengths of brick and mortar and ecommerce, you can create a shopping experience that’s convenient, reliable, and engaging, keeping customers loyal across both channels.

The bottom line

Creating a loyal customer base is about more than getting people through the door. Shoppers return when they’ve had a positive experience, whether that comes from events that make your store feel like a community hub, promotions that reward their visit or service that goes above and beyond. Every interaction is a chance to build trust, turn a one-time purchase into a lasting relationship and set your business apart in a crowded market.

Download the full retail guide for a complete breakdown on how to rise above the rush and become a standout retailer.