The Retail Comeback
As a former retail employee turned marketer and researcher, I’ve always been intrigued by how and why consumers shop the way they do. Over the past few years, we’ve witnessed one of the most dramatic shifts in consumer behavior in decades. COVID-19 pushed much of the world online—whether for work, socializing, or shopping, and that shift hasn’t fully reversed. I’ll admit it: I’m an online shopper. With a busy schedule, the convenience of buying what I need in just a few clicks is hard to beat. But there’s still something irreplaceable about walking into a store and having a real, tangible experience.
When it comes to beauty and luxury, that in-store experience still matters. At a place like Sephora, there’s real value in being able to test products, get shade-matched, or ask someone who knows the products inside and out for their opinion. It’s those little moments of guidance that make shopping feel more personal. And when I’m buying something high-end, I almost always go in person. I want to feel the fabric, try things on, and have that hands-on experience that makes a purchase feel special.
According to a recent CRE Daily article, retail and dining visits are now surpassing pre-COVID levels. Consumers are returning to physical spaces, but with different expectations. It’s no longer about grabbing what you need and heading out. People want experiences that feel curated, thoughtful, and worth the effort. Which is why it makes sense that traditional department stores are struggling. If someone’s going to take the time to drive over, find parking, and walk in, there needs to be more to it than just rows of racks. Most department stores haven’t evolved, and rows of crowded merchandise under harsh lighting just don’t cut it in 2025.
Retail isn’t about convenience; e-commerce has already claimed that space. It’s about immersion, connection, and storytelling. Consumers are mixing high and low-end purchases, skipping the middle, and choosing brands that offer emotional value. And it’s not just retail, dining is shifting too. People aren’t just eating out for the food; they’re going for the ambiance, the vibe, the sense of being somewhere that feels good.
I’m glad brands are paying attention. Because if the last few years have taught us anything, it’s that convenience might get the job done, but experience is what we remember!
Dania Khalife
