The Future of Shopping

The 10 most important trends in how you buy and what you buy

Lisa Lee Freeman,

AARP

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En español

Published May 05, 2023

/ Updated May 09, 2023

shopping bag showing some modern ways to shop such as online and virtual reality

HARRY CAMPBELL

Shopping never really changes: You browse, you select, you pay. And occasionally, if it doesn’t work out, you return. But dig into the details of how you do any of those tasks today, and everything about shopping is changing. Technology and shifts in consumer expectations accelerated by the pandemic are transforming the online and in-store experience from start to finish.

Whether you frequent dollar stores or upscale retailers, shopping is getting easier and more fun with faster delivery options; quick, cashless checkouts; virtual try-ons; and instant customer service. Other trends, like cash-back apps and the move by major retailers to sell secondhand goods, make it easier to save.

Here’s a breakdown of top trends shaping how we shop — and how you can take advantage of them. To come up with this list, I prowled the annual convention of the National Retail Federation (NRF) in New York City, interviewed industry professionals, combed through surveys and research reports and did lots of shopping online, on my phone, on main streets, in malls, and at big box stores and outlets. Although many developments in retail are aimed at younger generations, they affect us all. The pros are more personalization and convenience; the big con (pun intended!) is our loss of privacy from data collection that drives many of these innovations.

1. Your phone is now a favorite store

No other change has altered the American retail world in the past decade as much online shopping. The COVID-19 pandemic took the shift to even greater levels. In 2022, digital retail spending grew 11 percent — faster than traditional retail growth — leading to the first-ever year of $1 trillion in U.S. online sales, reports the research firm Comscore.

As sales have surged, so has convenience. You can buy anything from anywhere, even life’s biggest purchases, such as cars and furniture. Amazon offers delivery in some cases within an hour or two, or even sooner, for many items. Or you can opt for delivery services such as DoorDash, Instacart, Shipt and Uber Connect.

Another delivery option that exploded during the pandemic is BOPIS (“Buy Online, Pick Up In Store”), which combines the convenience of online shopping with the instant gratification of in-store purchases. Other benefits include instant returns and not having to worry about porch pirates. According to the International Council of Shopping Centers, more than half of U.S. shoppers use BOPIS.

Voice ordering (via Amazon Alexa and Google Assistant) and text-to-shop programs make shopping quick and stress-free. In the mood for something sweet from your grocer? You could text “vanilla ice cream” to Walmart’s app, for example, or say, “Hey Google, ask Kroger to add vanilla ice cream to my cart.”

My tips

Convenience often comes at a price. Delivery costs can add up fast, especially when ordering groceries. Also, it can encourage impulsive purchases. Even if you spend within your means, time-savers and shortcuts such as voice ordering can make you a lazy shopper and discourage deal hunting.

When shopping online, always compare prices. Tools that can help you include Google Shopping, retailers’ sites and apps (like the ones from Amazon, Walmart and eBay) and the CNET Shopping downloadable browser extension. Browser add-ons from sites including RetailMeNot, PayPal Honey and Rakuten can automate your savings; when you’re on the checkout screen of a retailer’s site, discount coupon codes will pop up. You can add them to your order with a click.

2. Ads are now super personal

Artificial intelligence and other advancing technologies enable increasingly personalized advertisements, product recommendations, search results, chatbot chats and special offers that have your name on them — figuratively and literally. Not only that, ads can target you everywhere you go: on websites, social media feeds, in email inboxes, on store receipts, on your phone while you’re out shopping or even on a fitting room mirror (more on that later).

NRF exhibitor Eli Finkelshteyn, CEO of the e-commerce software company Constructor, showed me how personalization works using a grocery store website. In a very basic example, after he added “organic milk” to his online cart, the search results for other items he typed in favored organic products. Each search term further customizes results as it gathers data, personalizing not just search results but also ads, product recommendations and more.

Data collection doesn’t stop there. We invite marketers a little deeper into our lives every time we join a loyalty program, download an app or walk into a store. (One NRF exhibitor who sells camera systems that track shoppers said, “If you start looking for them, they’re all over the place!”) Just using a retailer’s Wi-Fi can mean you’re agreeing the store can collect data from you, says Deborah Weinswig, CEO of Coresight Research.

Although recent laws such as the California Consumer Privacy Act and other changes are reining in sneaky tracking activity, there are plenty of ways to get us to give up our privacy. Vendors at the NRF convention showcased data-collection products they promised were compliant with new privacy laws, including a camera system that captures your age and gender, and a sensor that can detect your mood.

My tips

Don’t give away your data unless you get something you consider valuable in return. If you regularly shop at Kohl’s, for example, you would want to weigh the value of Kohl’s Rewards; perks include a 15-percent-off coupon when you join, 5 percent rewards and Kohl’s Cash on every purchase, and a birthday gift. Another reason to be selective about sharing personal information: Many retailers have experienced data breaches. Use a different password for each site, and provide the least amount of information necessary to get discounts and other rewards.

man at self checkout station with items on the scale scanner and another man pushing a smart shopping cart and scanning items as he walks through the store

Left: Check yourself out without scanning. At Uniqlo, just dump your purchases into a bin, where sensors add up the tab. Right: Kroger is testing shopping carts with built-in scales and cameras, so you can scan and bag each item as you shop.

CHRIS PHILPOT

3. Machines are replacing people

Anyone who’s been at a store lately can see that self-checkout kiosks are spreading. A study by Zebra Technologies shows that more than half of shoppers actually prefer them to human cashiers. Some speedy systems add up your cart without barcode scanners. Many let you pay without cash or a credit card; simply use a payment app or a buy-now-pay-later option on your phone. Amazon’s Just Walk Out technology eliminates checkout entirely — scan your palm or dip a credit card at the entrance and just leave with your purchases.

Soon, customer service will be fully automated. Many websites have chatbots instead of humans to answer questions. In stores, your phone can stand in for clerks to help you find what you’re looking for. NRF exhibitor Pointr showed me how its technology brings directions in the style of digital road maps to the inside of stores and malls.

My tips

The next time you’re frustrated because you can’t find a salesperson at a store, try picking up your smartphone and checking the retailer’s app. Some have maps that can give you turn-by-turn directions to an item. An app might tell you if that item is in stock and give you product details and user reviews. In addition, many retailer apps can alert you to sales and special offers.

4. Retailers want to entertain you

“Shoppertainment,” as it’s known in the industry, combines shopping with entertainment and educational opportunities, such as tastings, demos, classes and community events. Examples include yoga classes at Lululemon, art workshops at Michaels, tech lectures at Apple stores, pop-up food and fashion events at Nordstrom and makeovers at Sephora and Ulta. Lowe’s, which runs how-to workshops, will even throw birthday parties for kids. (Instead of Pin the Tail on the Donkey, partygoers can build custom wall shelves — yay!) At the three U.S. Starbucks Reserve Roasteries, you can see coffee roasters in action. Whole malls are becoming shoppertainment hubs with live community events, amusement parks and indoor sports.

Online, shoppertainment takes the form of live video segments. You can find them on retailer websites (such as Nordstrom.com and Ulta.com), mobile apps (including Amazon’s) and social media platforms TikTok and YouTube. They’re like TV shopping channel segments, but you can buy items with a click. Shoppable live videos are already a $32 billion market, according to Coresight.

My tips

The more time you spend engaging with livestreaming videos, online games, store events and other shoppertainment, the more time retailers have to sell you stuff. It’s easy to get carried away and buy things you don’t need or forget to stop and comparison shop. So before you check out, always compare prices online to make sure that deal is for real.

5. Everyone wants to sell you things

Whether you’re watching morning TV, reading an article or blog online or checking out the latest video post by your favorite celebrity, it’s likely that show, publication or person is hawking products. Even publications such as The Wall Street Journal, The New York Times and Consumer Reports are getting into the act with links to products that you can buy.

Good Morning America, Today, Fox & Friends, The View and other TV shows are taking this trend to the next level with stand-alone deal segments. (It’s like watching ads between the ads!) The promoted markdowns can be jaw-dropping — 80 percent or more. But we did a price check of more than two dozen products sold by five major shows, and in most cases, we quickly found better deals elsewhere.

For example, the JumpSmart 10-in-1 Portable Vehicle Starter advertised for $119.99, or “25% off,” on a CBS Saturday Morning deal segment, cost $114.99 on Walmart and Amazon. A Cuisinart Coffee Center 10-cup Thermal Coffeemaker and Single Serve Brewer selling on The Kelly Clarkson Show for $224.99, or “47% off,” was $199 at Macy’s. In some cases, the products were exclusive deals, but we found comparable products for a lot less. I also saw lots of complaints online about some deal segments.

My tips

First, when people on your favorite TV show trumpet big markdowns, don’t take their word for it. Shop around! Second, read the fine print. The Today show’s deals, for example, are all final sale.

6. Trying on is no longer trying

Many retailer sites and apps make it fun and easy to find the right couch, pair of glasses, jeans or shade of lipstick with virtual try-ons. These computer simulations, which layer products over pictures of you or a room in your home, can help you avoid the hassle of shopping misfires.

woman in a clothing store dressing room with an interactive mirror that can offer more fashion options

Dressing rooms at women’s clothing stores such as Altar’d State and Aritzia are turning into spa-like retreats. Interactive “smart” mirrors in development offer fashion advice and let you request more items to try on.

CHRIS PHILPOT

Warby Parker and EyeBuyDirect let you try on glasses in a “3D live format.” When you move, the frames move with you as if you’re watching a live video of yourself. Lancôme and L’Oréal offer live try-ons of makeup and hair color, which I found highly addictive. In the home goods area, many apps didn’t work very well, but Wayfair’s phone app, which lets you simulate putting different furnishings in your home, made me feel pretty confident that the chair I picked out would work well in my living room. Home Depot’s app lets you try out flooring, paint, appliances and more.

Virtual try-ons of clothes, jewelry, shoes, bras and jeans are available on many sites. The Wacoal app calculates your size and shape to help you pick the perfect bra. Amazon’s app offers live virtual try-ons of shoes and some other items; you can try out many other Amazon products on Snapchat. Jared and Zales offer live try-ons of jewelry. If you’re a Walmart shopper, its Be Your Own Model feature lets you use a photo of yourself, or a model with your dimensions, to try on different outfits with some of its products.

My tips

Always check return policies, including shipping fees, in case that dining room table or those clothes look better on your screen than they do in real life. My husband has tried on many pairs of eyeglasses virtually over the years, and he’s purchased more than a few duds, some of which he wasn’t able to return. Home Depot’s ProjectColor app, which I’ve been using to find paint colors for my kitchen, is great for filtering out the losers, but there’s no substitute for trying out a few samples on your walls before you make your final decision.

7. Cash-back is king

Digital coupons and coupon codes make it easy to save, but the hottest money saver is the cash-back deal, in which you get part of the purchase price reimbursed. Since the Discover credit card launched in 1986, the cash-back trend has spread to retailer credit cards, apps and loyalty programs.

You can get cash-back deals through many money-saving apps, including Coupons.com, Rakuten, RetailMeNot, PayPal Honey, Checkout 51, Ibotta and Fetch. They all work a little differently; you can download them on your phone or on your computer as a browser extension (see the websites for instructions). Some pay you in gift cards or credits and may require you to link to a PayPal or bank account. (I prefer programs such as Rakuten that mail physical checks, so I don’t have to share sensitive account numbers.) You can use some of the mobile apps, including Rakuten and RetailMeNot, in stores and restaurants as well as online.

Guests attend the 'Elle' and Birkenstock Launch Exclusive Pop-Up Shop at Nordstrom on March 15, 2018 in San Francisco, California.

Kimberly White/Getty Images for 'ELLE'

My tips

To get rewards faster and limit access to your personal data, stick with just one or two cash-back programs plus a cash-back credit card. Be especially wary of apps. After reading the fine print, you may decide that the discounts and deals aren’t worth it; some smartphone apps not only collect info about you and your buying habits but also track your location.

8. What’s used is new

Sites such as eBay, ThredUp and Poshmark are known for used goods, but you can buy secondhand or refurbished electronics, clothes, shoes, accessories, furniture, books, sporting goods and other items at many major retailers. Walmart, Best Buy, Dick’s, REI, Ikea, Macy’s, Lululemon, Patagonia, Levi’s and J.Crew are among the companies that have launched or expanded pre-owned programs with online and in-store sales. Some retailers, including Amazon, Uniqlo and DSW, also offer trade-in programs. Selling secondhand goods, sometimes known as re-commerce, is one of retail’s hottest trends, sparked in part by inflation.

Walmart recently launched Walmart Restored, which is similar to the older Amazon Renewed program; both offer used products that are guaranteed to look and work like new. Dick’s is expanding its secondhand sporting goods program with trade-in events through a partnership with SidelineSwap. The benefit is twofold: Buying secondhand can mean huge savings—and selling can net you cash, gift cards and other goodies.

My tips

Whatever you buy, it almost always pays to check for used options, which can save you up to 70 percent. The easiest way to take advantage of resale deals is to do a web search with the word “refurbished” or “resale” and the name of the product. Then look for listings by manufacturers and well-known retailers such as Amazon, Target, Walmart and Best Buy. If you use third-party sellers on one of these sites or eBay, be especially careful about gotchas in the fine print. Wherever you shop, avoid getting stuck with a lemon by looking for “certified” refurbished labels and checking return policies and product descriptions.

9. Dollar stores are taking over

Between the top two chains — Dollar General, with 19,000 locations, and Dollar Tree, which also owns Family Dollar and has more than 16,000 locations — there are more than six times as many dollar stores in the U.S. as there are Walmarts. Thousands more are on the way; another chain, Five Below, has more than 1,300 stores and plans to add a record 200 this year.

Bargain-seeking shoppers pinched by inflation are driving the surge in store openings, according to Gravy Analytics. More than 1 in 5 Americans reported buying food at Family Dollar, Dollar Tree and Dollar General in the last quarter of 2022, according to Coresight Research. A 2021 survey by Consumer Reports found that 88 percent of Americans shop at dollar stores at least sometimes.

Dollar General offers financial services via the Spendwell bank account and Visa debit card, along with health care via mobile clinics. It launched a spin-off brand called Popshelf; some of these are “store-in-store” locations inside Dollar Generals. Popshelf advertises rock-bottom prices while aiming to provide a store “experience” like more upscale retailers. The brand’s site calls it a place to “wander,” “explore” and “linger,” while having fun shopping for “on-trend products” such as seasonal, home décor and party goods.

Lisa McGuthry, CEO of Our Favorite Things Boutique & Event Center, outside of her shop in Cleveland, OH on April 4, 2023.

Maddie McGarvey

My tips

You might save even more at dollar stores by buying the store brands; just be sure to check ingredients, which may be different from those in better-known products. Another way to increase savings is to use digital coupons, which you can find on dollar store apps and sites. And each of the three big chains works with at least one major cash-back app.

10. Mom-and-pop shops are surviving and thriving

Small businesses that survived the pandemic have officially recovered, according to Score, a nonprofit that advises entrepreneurs. A Wall Street Journal study found that since COVID started, all of the net job growth has been driven by companies with fewer than 250 employees. How do they compete against retail giants? They offer shopping experiences and personalization like big competitors, but on a smaller, friendlier, more human scale. Many add in-store events such as cocktail hours, workshops and community programs. They also offer unique products and a curated selection; less can be more, especially in the age of endless options.

The pandemic forced small retailers to get more tech-savvy too. Online ordering (and BOPIS) and cashless checkouts are becoming more common at local stores, according to Bridget Weston, CEO of Score. “Many had to put their products online for the first time. And that’s helped increase sales and helped expand their reach and how they serve customers,” she says. Small businesses use texts, emails and social media posts to alert customers about new products, services, sales and events. They don’t have millions to invest in advanced technologies like virtual humans, but that might just be their superpower.

My tips

If you want to shop local and save, follow the store on social media and sign up for email newsletters. That way, you’re less likely to miss sales or other special offers. Feel free to chat with store owners, so they can get to know you. Maybe they’ll give you a heads-up about — or even set aside — items in your size or styles that are going on sale. Finally, don’t be afraid to ask for a deal, especially if you’re a regular or making a large purchase.

What’s in store?

Here's a roundup of the latest trends in stores:

New and upcoming technology designed to make in-person shopping easier, more engaging and more entertaining.
Dressing rooms at women’s clothing stores such as Altar’d State and Aritzia are turning into spa-like retreats. Interactive “smart” mirrors in development offer fashion advice and let you request more items to try on.
Many major retailers are expanding store-within-a-store programs. Examples include Ulta inside Target, Petco inside Lowe’s, and Claire’s inside Macy’s.
A retailer’s app might provide digital coupons, product information and an in-store map.
Some brands, including Levi’s and the North Face, sell secondhand goods on racks right next to new stock.
Digital displays, kiosks and QR codes in stores and malls show product info, deals and pricing—which can change in an instant.
Kroger is testing shopping carts with built-in scales and cameras, so you can scan and bag each item as you shop.
Check yourself out without scanning. At Uniqlo, just dump your purchases into a bin, where sensors add up the tab.
Special parking areas let you stop for quick pickups of online orders. Target is also testing drive-up product returns.
Many major retailers, including Walmart and Dollar General, offer financial services, health care and other extras.

Editor’s note: As a nonpartisan, nonprofit organization, AARP does not recommend or endorse any specific consumer product, service or brand. All such mentions in this story are solely meant as examples of retail trends or changes as provided by the author and should not be seen as endorsement by AARP.

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