Report
UK Retail Generational Survey 2026
Understanding how Gen Alpha, Gen Z, and Millennials are reshaping retail
May 19, 2026 10 Minute Read
Overview
CBRE’s UK Retail Generational Survey 2026 provides on overview of how different generations shop, discover brands, and engage with retail destinations.
Based on insights from 2,000 UK consumers across Gen Alpha, Gen Z, and Millennials, the report provides a clear view of how preferences are evolving – and what this means for retailers and landlords.
The findings highlight a decisive shift towards experience-led retail, stronger in-store demand, and the growing influence of social media on brand discovery. Together, these insights offer practical guidance for shaping store formats, leasing strategies, and investment decisions in a rapidly changing retail landscape.
What this means for retail
Retail is being reshaped by generational change. Younger consumers are not only influencing spending today – they are redefining expectations around convenience, experience, and brand engagement.
This report provides:
- A clear breakdown of how shopping behaviour differs by generation
- Insight into what drives store visits and destination choice
- Practical implications for store and destination strategy
Key insights for investors and occupiers
-
In-store remains central to retail performance
Physical retail continues to lead across most categories, particularly among younger consumers, driven by product range, reinforcing the importance of flagship and destination stores. -
Experience is now a key driver of engagement
Store design, events, and interactive formats are increasingly shaping how consumers choose where to shop. -
Tenant mix defines destination appeal
The right mix of brands, alongside strong leisure and food & beverage offers, is critical to driving footfall and encouraging longer visits. -
Cost and convenience are shaping channel choices
Online demand remains, but delivery costs, delays, and returns processes are reinforcing the role of stores within an integrated retail model. -
Social media is driving discovery and demand
Social media platforms are influencing how consumers find and engage with brands, accelerating the need for social-ready retail environments.
Implications for retail strategy
The findings point to a clear direction for retail:
- Stores remain central, but must evolve beyond traditional formats
- Experience, not just product, drives engagement
- Tenant mix and destination curation are critical to performance
- Digital and physical channels must work seamlessly together
- Social influence is now embedded in the customer journey
For retailers and landlords, this creates an opportunity to reposition assets and portfolios around consumer-led demand, ensuring retail environments remain relevant, resilient, and competitive.
About the research
The UK Retail Generational Survey 2026 is based on responses from 2,002 consumers across Gen Alpha (14–15-year-olds), Gen Z, and Millennials, providing a comprehensive view of how generational differences are shaping the future of retail.
Find out what this means for your portfolio or retail strategy
Get in touch with our team to discuss the findings and how they apply to your assets, occupier strategy, or investment decisions.
Contacts
Related Services
Delivering solutions to retailers, investors, owners, and developers. Our scale and coverage allow us to provide insight to all retail challenges.