Retail sales across the United States grew around 4% in 2024, and brands have been investing in new ways to keep consumers spending — enter “sensory shopping.”¹ Through product partnerships and curated store experiences, companies are hoping to catch more than just a shopper’s eye.

A personal touch

With e-commerce driving over $300 billion in sales in the third quarter of 2024, people understand how time is money when it comes to some purchases.² Though research finds that many people still find value in shopping at physical stores:³

• 57% of consumers want to see, touch, and feel items before making a purchase

• 68% of people seek expert advice on high-value purchases so they know they’re making informed choices

• 61% say they’d visit a retailer for a store promotion that is not available online

Getting a feel for items in person could help shoppers focus their dollars on pieces they want the most (leaving other potential purchases for their next round of Dreamscrolling). Impulse buys can cost people close to $2,000 a year on average.

Business scents

Companies are also tapping into basic human biology to build brand awareness with consumers — and hopefully, positive relationships with their products.

When a scent wafts through the air, a person’s brain processes the smell first, before hitting two other areas that generate emotions and store memories. Taking this full cycle into account, stored smells can recall various types of memories, such as a lavender-scented candle reminding a shopper of a happy home experience.⁴

Walmart has been experimenting by stocking exclusives of several new beauty lines, as some brands are banking on shoppers wanting more of signature sweet smells.

In January, Native launched a limited-time line of personal care products with Dunkin’, lacing everyday essentials like shampoo and lotion with donut-inspired scents.⁵ That partnership followed another Walmart-only offering between Dove and Crumbl cookies. Shoppers can layer on products like Confetti Cake body scrub and Nilla Bean Cupcake deodorant.⁶

Fond memories may linger long after limited-time products leave stores: Research has found that people remember 65% of scents after one year.⁷

Sounds of shopping

A store’s soundtrack is another opportunity to drive business, with the music curation industry valued at $1.2 billion.⁸ The original “elevator music” company, Muzak, was acquired for a reported $345 million in 2011 by Mood Media, and the company now reaches 165 million people daily with in-store experiences.⁹

Music branding agencies can tailor what customers hear along with how it’s heard; volume, tempo, and lyrics can all be considered. Slower songs may get shoppers to linger among the racks, while mixing up new hits and old favorites can appeal across generations.¹⁰

Setting a store’s “vibes” can come at a hefty price, with one chain choosing silence over expense. Discount grocery chain Aldi does not play music in its stores because it’s a “pay to play” system — in the form of the retailer paying music licensing costs.¹¹ 

Standing out from the crowd

Selling a product or shopping experience with a unique spin can help companies differentiate themselves amid dupe culture — where people choose to buy less-expensive versions of premium products. Around a third of adults overall (and 49% of Gen Zers and 44% of Millennials) have intentionally shopped for a dupe of a luxury item.

Stocking an unexpected or off-beat collaboration could also lead to social media stardom. There’s  value in going viral: More than 4 in 5 consumers say that social media posts from influencers, friends, or family members have piqued their interest in an item or service.

As retailers create more variety in stores, they’re also creating an environment where shoppers can savor the experience.