JLL report finds consumers are reclaiming physical retail as an escape from algorithmic overload

• Physical retail must now serve as a counterbalance to digital fatigue rather than replicating online experiences, offering tactile discovery and human connection that 83% of consumers value when finding products they otherwise would never have searched for digitally
• Digital fatigue manifests differently across generations. Gen Z actively rejects algorithmic influence, Millennials show exhausted reliance, Gen X applies pragmatic filtering and Baby Boomers remain algorithm aligned.
• Overstimulation has become a mainstream retail design challenge: 72% of all shoppers (rising to 81% among neurodivergent consumers) have left stores early due to feeling overwhelmed, with the lack of technology interference ranked as the No. 1 attribute of positive store experiences, signaling that successful retailers must prioritize calm, intuitive environments over screen-heavy stimulation

CHICAGO, August 24, 2026 – As consumers grow increasingly fatigued by curated feeds, AI-powered recommendations and constant screen time, physical retail is taking on a new role: a place for tactile discovery, human connection and sensory relief. JLL Design’s new report, Resetting the Retail (Algo)Rhythm, examines how retailers can respond to shifting consumer expectations by rethinking stores as a counterbalance to digital life rather than an extension of it. The research reveals that 83% of shoppers enjoy finding products they never would have searched for themselves, while 72% have left a store early because it felt overwhelming, signaling a fundamental shift in what physical retail must deliver.

Digital fatigue transcends generations, though each demographic responds differently. Gen Z actively rejects algorithmic influence, with 53% preferring to browse physical stores without personalization tools. Millennials demonstrate what the report calls “exhausted reliance,” with 78% saying they would shop more often if stores offered quieter spaces. Gen X shoppers apply pragmatic filtering to their retail experiences, while Baby Boomers remain most aligned with personalized online shopping. The report identifies three critical solutions:

1.     Creating environments for serendipitous discovery

2.     Designing spaces that provide sensory relief and

3.     Building content-driven culture through authentic atmosphere rather than engineered social media moments.

“Consumers are telling us that physical retail has a different job to do now,” said Emily Albright Miller, Executive Vice President of Retail Strategy with JLL Design. “The store is no longer competing with digital on endless convenience or personalization. Its value comes from what digital experiences cannot replicate, including tactile discovery, emotional connection and the ability to experience a brand without constant algorithmic interruption.”

Overstimulation has emerged as a mainstream concern rather than a niche issue. The report found 72% of shoppers left a store earlier than planned because the environment felt overwhelming or overstimulating. Among neurodivergent consumers, that figure rises to 81%. The report also found that lack of technology interference ranked as the No. 1 attribute of positive store experiences, indicating consumers want environments that allow them to focus on touching and feeling products. Retailers are responding with open layouts featuring clear sightlines, hands-on displays and visual merchandising that invites exploration.

“For years, retailers focused on adding more screens, more content and more digital integration into stores,” said Mark Bateman, Head of the Retail Solutions Group, Project and Development Services (PDS) at JLL. “There’s now a growing desire for environments that feel calmer, more intuitive and less demanding on attention. The most effective retail spaces are increasingly designed around regulation, comfort and human interaction rather than stimulation alone.”

1.)   Question: What percentage of retail sales still occur in physical stores and how does atmosphere influence consumer behavior?

Answer: Based on a survey of 1,121 U.S. consumers, 83% of retail sales still take place in physical stores. The research found that 60% of shoppers say a store’s atmosphere influences whether they would recommend it, even if they did not make a purchase. This indicates that physical retail creates value beyond transactions through memorable experiences and emotional resonance. Consumers are balancing digital detox with social sharing behaviors, gravitating toward environments that feel culturally authentic and worth sharing organically rather than spaces engineered specifically for virality.

2.)   Question: How are retail employees affected by store design and what do they prefer?

Answer: Retail employees are experiencing similar pressures to consumers regarding overstimulation. 82% of retail workers say employers should design stores with staff well-being in mind. Additionally, 80% of employees report that customers seem calmer in less cluttered spaces, while 53% would prefer fewer screens at work. 38% feel pressure to use technology even when it slows them down

3.)   Question: What specific design principles does JLL Design recommend for retailers?

Answer: The report outlines three solution frameworks with 15 design principles. For serendipitous discovery: composition (connecting products through stories), complexity (creating variety without clutter), sight and touch (enabling product comparison), localization (making experiences community-specific) and taste (using tasting experiences for discovery). For sensory relief: deliberate use of color, managed visual contrast, space for tactile focus, supportive sound design, and considered scent environments. For content-driven culture: strategic digital integration, amenities that encourage participation, cultural programming and activation, authentic human service, and memorable use of scale.

4.)   Question: How does JLL Design help retail clients?

Answer: JLL Design partners with retail clients to create spaces that do more than look good – they help brands connect with customers, improve the in-store experience and support business performance. From brand strategy and store design to architecture, interiors and furniture solutions, the team works across the full retail environment to bring a brand’s vision to life in a way that feels consistent, engaging and commercially effective. As JLL’s global design practice, JLL Design includes more than 650 designers across 65 studios in over 30 countries and is part of JLL Project and Development Services (PDS), supporting clients from strategy through project delivery.

JLL (NYSE:JLL) is a leading global commercial real estate services and investment management company with annual revenue of $26.1 billion, operations in over 80 countries and a global workforce of more than 112,000 as of June 30, 2026. For over 200 years, clients have trusted JLL, a Fortune 500^® company, to help them confidently buy, build, occupy, manage and invest across a variety of industries and property types, including office, industrial, hotel, multi-family, retail and data center properties. Driven by our purpose to shape the future of real estate for a better world, we help our clients, people and communities SEE A BRIGHTER WAY. Powered by rich global datasets and leading technology capabilities, we provide coordinated, end-to-end delivery of real estate services for a broad range of global clients who represent a wide variety of industries. Through LaSalle Investment Management, we invest for clients on a global basis in both private assets and publicly traded real estate securities. For further information, visit jll.com.