A study suggests Britain's independent retailers may have a powerful advantage over larger chains.

15:52, Wed, Aug 5, 2026 Updated: 15:53, Wed, Aug 5, 2026

A view of a greengrover's in Stoke Newington, London

The right retail atmosphere would 'persuade the average Brit to spend an extra £1,100 a year' (Image: Faire)

The scent of vanilla, warm amber lighting and a carefully curated playlist might seem like pleasant finishing touches inside an independent shop. But according to new research, they could also be quietly encouraging customers to spend more money.

A study for wholesale marketplace Faire has found that the right shopping atmosphere would persuade the average Brit to spend an extra £1,100 over the course of a year, while also encouraging them to remain in a shop for around 40 minutes longer than they originally intended. The findings suggest Britain's independent retailers may have a powerful advantage over larger chains, not simply through the products they sell but the experience they create.

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Four in five Britons (83%) said they can immediately tell whether a shopkeeper has put genuine thought into the atmosphere of a store, whether that is through its lighting, layout, scent or background music.

When that atmosphere feels right, almost nine in 10 shoppers (87%) said they would stay longer than planned, 86% would browse more thoroughly and nearly three quarters (73%) admitted they would spend more than they had intended.

First impressions can be equally damaging and nearly three in four shoppers (74%) said they have deliberately avoided walking into a shop because it looked bland, harsh or unappealing from the outside.

Music which is too loud emerged as the biggest deterrent, putting off 53% of shoppers. That was followed by pushy staff (43%), overpowering smells (37%), messy shelving (36%) and cluttered layouts (32%).

For retired architect Jinny Keatinge, 67, seemingly small details can immediately influence whether she chooses to buy.

She said: "For me, it is all about how the shop looks, and the most infuriating thing is when shops don't have any prices on the products...

"It's also about the staff and not being pestered. Just a simple hello is enough. I don't want to feel like I'm being followed around or pressured into buying something."

The research was supported by experts in consumer psychology and customer experience, who say these reactions are rooted in the way our brains process information.

Professor Cathrine Jansson-Boyd, a consumer psychologist, said people typically form an opinion of a shop within around 20 seconds of entering.

That judgement is influenced by subtle details many customers are not consciously aware of, including whether the space feels comfortable, easy to navigate and visually appealing.

She also explained that physically handling an item can trigger what psychologists describe as "psychological ownership", making shoppers subconsciously feel the product already belongs to them and increasing the likelihood that they will buy it.

Creative producer Aurelia Lorimer, 26, believes atmosphere is about authenticity rather than perfection. She said: "I love unique stores and vintage stores. I know the smell of vintage stores is a bit musky, but I do love it, and it adds character to the shop."

Charlotte Broadbent, UK general manager at Faire, said: "Independent shops can win on personal curation and character, understanding their customers and creating a space we actually want to spend time in."