“Why is being greeted by a store employee such a deal breaker for so many young shoppers today? In a recent class discussion about what makes a retail space inviting (or not), I was extremely interested as a self-proclaimed ‘retail baddie.’ To my shock, more than half of the participants admitted they’d actively avoid a store if they knew an employee would greet them or ask if they needed help. My jaw was on the floor as more and more people chimed in, agreeing with this sentiment. The general consensus? They’d be more inclined to shop if there were fewer employees, if they didn’t need to ask for a size, or if they didn’t have to rely on staff to grab something locked away or out of reach. This was the first time I’d heard anything like this—and honestly, it left me rethinking the future of the retail experience and my place in it.
This conversation stuck with me, and I realized that most of the people in this class were two to three years younger than me. Could it be a generational thing? Two to three years may not seem like a huge gap, but when you factor in COVID-19, it becomes significant. I was a sophomore in high school during the start of the pandemic, while most of them were in middle school—arguably one of the most critical periods for developing social and emotional skills. It made me wonder how much that difference in timing has shaped their comfort levels with in-person interactions, especially in retail spaces. Around 73% of Generation Z shop online, with the majority (60%) doing so at least once a week. Is this reluctance to shop in person a result of a cultural shift or just personal preference?
Retail is a livelihood for so many people-are we in jeopardy of losing that? If this mindset reflects the reality for all younger generations, will the future of retail shift entirely to technology and minimal employees? Right now, I don’t think it’s feasible; older generations would have a collective heart attack at the idea. But as this younger generation grows older and as fewer people value one-on-one buying experiences, what happens then? Will every store evolve into a version of Reformation—with just two employees and iPads lining the walls, so you don’t even have to talk to someone to start a dressing room? In the meantime, sales associate training will likely change and adapt to focus on varying approaches for different ages and demographics.
I started working in customer-facing retail jobs at 14. I’ve worked at large corporations like Nordstrom and Brandy Melville, as well as small, family-owned boutiques, ranging from luxury to affordable pieces. Long story short, I’ve seen it all. One thing that’s always stood out across every experience is the shared core value of putting the customer first. These businesses thrive on the relationships they build with customers.
At Nordstrom, I’ve had coworkers who’ve been there for over 10 years, cultivating loyal clientele who have shopped with them for just as long. I’ve had enough interactions to recognize when someone walks in, not necessarily to shop, but just to talk—and that’s okay too. There have been moments where helping someone find the perfect garment or outfit for a special occasion has brought them to tears or sparked multiple hugs. It’s not just about the transaction, it’s about the human connection that happens when you step into a store. That personal touch, the ability to connect with someone face-to-face, is becoming increasingly rare. Retail, despite its challenges, is about building relationships that extend beyond a single purchase. As we see more younger shoppers gravitating towards online platforms, it’s clear that the culture of in-store shopping is evolving. But for those of us who believe in the power of face-to-face interaction, it’s a hard shift to witness. It’s reassuring to know, one thing is clear: retail is far from a dying industry. It will continue to thrive because there will always be people who appreciate the value of the in-person shopping experience.
In the end, this conversation left me with more questions than answers about the future of retail. While it’s impossible to predict exactly how shopping experiences will evolve, it’s clear that generational shifts and cultural changes, accelerated by events like the pandemic, are already reshaping what people value in these spaces. As someone who values the connection between a sales associate and a shopper, it’s hard to imagine a world where those human interactions disappear entirely. But maybe the key isn’t choosing between personal service and convenience—it’s finding a balance that satisfies both. The future of retail may not look like the past, but if we listen carefully to these shifting preferences, we might find a way to create spaces that are inviting for everyone.
Words by Anna Jara
Graphics by Eve Friday