Sogolytics In-Store Retail Study: Gen Z Leaves Stores Most Unsatisfied, Limited Product Availability Drives Shoppers Away

Sogolytics released The State of In-Store Retail CX: Shopping Season 2026, examining how shoppers experience physical stores heading into Thanksgiving and Black Friday. Based on a survey of 951 U.S. adults who shopped in a physical store within the prior three months, the report follows the complete in-store journey from navigating aisles through checkout and returns, measuring where retailers gain loyalty and where they lose visits. 

The report finds that retail's most friction-exposed shoppers this holiday season are not the ones retailers usually design around. Shoppers ages 18 to 24 report a negative outcome on 45% of visits, nearly double the 24% rate for shoppers 65 and older. Men report a negative outcome on 40% of big-box visits, compared to 30% of women. Beneath both gaps, product availability drives twice as much friction as employees, and a single issue on a visit more than doubles the chances it ends badly. 

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Key Findings 

• Gen Z are hardest to please. Shoppers ages 18 to 24 report negative outcomes on 45% of visits, nearly double the 24% rate for shoppers 65 and older. 
• Men rate in-store visits worse than women. In big-box retailers, 40% of men report a negative visit outcome, compared to 30% of women. 
• One friction point flips a visit. Negative outcome rate rises from 20% on issue-free visits to 48% with just one issue. 
• Products drive twice as much in-store friction as employees. 28% of shoppers report product availability or access issues, compared to 14% reporting employee issues. 
• Crowds beat price as the top holiday deterrent. 52% of shoppers not firmly planning in-store visits cite crowds, twice the 26% who cite better deals online. 

Gen Z Leaves Unsatisfied More Than Any Other Age Group 

Shoppers ages 18 to 24 report a negative outcome on 45% of visits and leave very satisfied only 18% of the time. Shoppers 65 and older report a negative outcome on 24% of visits and leave very satisfied 46% of the time, more than double the younger group. The gap holds even on issue-free visits. 

Men Report More Negative Store Visits Than Women 

Male shoppers rate their in-store experience worse than female shoppers, and it is not just a matter of where each group shops. Within big-box retailers alone, 40% of men report a negative visit outcome, compared to 30% of women, and 26% of men cite a product availability issue, compared to 21% of women. 

Men also respond to crowding differently. 29% of men would rather wait outside for a less crowded store, compared to 16% of women. 

One Issue Is All It Takes to Flip a Visit 

Among shoppers who reported no issues during their most recent visit, 63% bought everything they intended to buy and 50% left very satisfied. When at least one issue occurred, both measures dropped to 25%. Negative outcomes occur on 20% of issue-free visits and 51% when at least one issue occurs. Shoppers with exactly one issue report a negative outcome 48% of the time, and shoppers with two or more issues report 55%. One issue does most of the damage. 

Products Drive More In-Store Friction Than Employees 

Retail experience conversations often center on frontline staff, but the data points in a different direction. 28% of shoppers ran into a product problem, something out of stock, the wrong size or color, or hard to find. Only 14% ran into an employee problem, someone they could not find or someone who could not answer their question. 

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Crowds, Not Prices, Are the Top Reason Shoppers Skip Stores 

Among shoppers who did not firmly plan to shop in-store this holiday season, 52% cite crowds as a reason to skip physical stores, twice the 26% who cite better deals online. Checkout lines rank second at 33%, still ahead of online pricing. Price is not the top reason shoppers skip stores this season. Experience is. 

Crowding starts costing retailers before a store feels full. The negative outcome rate holds at 27% to 29% through slightly crowded, then jumps to 39% at moderately crowded and stays elevated through very crowded (43%). The share of visits with an 11-plus minute checkout wait then jumps to 21% at very crowded. Checkout does not slow gradually. It holds, then breaks. 

Unclear Final Pricing Is the Costliest Loyalty Break 

Roughly three-quarters of shoppers describe final price, shelf price, and promotion clarity as clear or very clear. When those signals fail, they cost retailers unevenly. Among shoppers who found the final price after discounts unclear, only 50% said they would likely shop the store again, compared to 90% among those who found it clear, a 40-point swing. Promotion clarity showed a 31-point swing (90% to 59%). Shoppers report confusion about the final price at about the same rate as unclear promotions, but the final price costs far more when it goes wrong. 

About the Study 

The State of In-Store Retail CX: Shopping Season 2026 is based on a Sogolytics survey of 951 U.S. adults who shopped in a physical store within the three months prior, fielded August 2026. Participants rated their most recent in-store visit across dimensions covering navigation, product availability, price clarity, employee assistance, crowding, checkout, and returns. 

This report is an independent study conducted solely by Sogolytics. No retailers or retail organizations referenced in this report were involved in the design, execution, analysis, or review of this study. None of the organizations mentioned provided input, funding, or influence over the findings or outcomes. 

All opinions, findings, and insights expressed are those of Sogolytics and are intended for informational purposes only. While every effort has been made to ensure accuracy, this report does not constitute retail advice or an endorsement of any specific retailer.