• by Sarah Mahoney  @mahoney_sarah, April 4, 2025

Retailers pour billions into digital upgrades and marketing aimed at wooing younger shoppers. But a new study from ChangeUp suggests many are missing the basics, alienating the very audiences they’re chasing with underwhelming in-store experiences.

The research, based on responses from 2,000 consumers, found that Nike and Levi’s stand out as brands that connect in-store across all generations: Gen Z, millennials, Gen X, and boomers. At the other end of the spectrum: Walmart, Kohl’s and Target, which ranked lowest in shopping satisfaction.

What do the winning stores get right? According to ChangeUp, it comes down to “clear category organization and focused storytelling.”

Big-box and traditional department stores lagged across the board. Shoppers criticized them for cluttered layouts, lack of inspiration, and designs that failed to meet expectations.

Gen Z: Stressed Out and Selective
Despite their digital-native label, Gen Z shops in stores—64% say they regularly buy apparel in person, compared to 66% who shop online. But they don’t love it. Half say in-store shopping stresses them out, and 46% say bad store experiences push them online. Nearly 40% say store designs fall short of expectations.

Still, they’re willing to spend more for a better in-store experience. Gen Z is the generation most likely to say they’d pay extra for more relaxing environments, easier checkout, less clutter, and better fitting rooms. Their top picks? Nike and Levi’s. Least favorite? Walmart and Target.

Millennials: Looking for Alignment
Millennials are more likely to say they enjoy in-person shopping, especially at retailers that share their values and let them try things on. American Eagle tops their list for in-store experience, followed by Nike and Levi’s. Kohl’s and Walmart land at the bottom.

Gen X: Cranky but Loyal—When It’s Worth It
Price and convenience still drive Gen X, but only to a point. Just 33% say they’ll tolerate a poor store experience to save money. They want inspiration, and they consciously seek out environments that improve their mood. Levi’s leads their list, followed by Lululemon, Gap and Nike. Again, Kohl’s and Walmart are their lowest-rated.

Boomers: Still Buying, Still Ignored
Boomers shop broadly but feel left out. Only 37% say stores understand their style, and just 29% feel inspired while shopping. But they’re still engaged—and their top picks mirror the younger set: Nike, Levi’s and Dick’s Sporting Goods.

“When retailers truly understand how their shoppers want to experience products and brands, design decisions become clearer, investments become more focused, and shopping environments become more profitable,” says Lynn Gonsior, chief operating officer at ChangeUp. “Retailers must listen, adapt, and design spaces that resonate deeply with their customers.”