At a time when it’s common to place a late-night shopping order online and receive it within days (if not overnight), one might forget in-store shopping is alive and very well for most consumers. It’s just that some stores, and some states, are working harder to draw that foot traffic and foster loyalty among their shoppers.

Whether it’s styling or helping them find an outfit, being a little bit more personable with the customers is always a plus. We like to spend time with the customer, and we know they enjoy that and want our opinion. Going in store is always just more fun and exciting than shopping online.

Cassidy London, Manager, The Palm Tree

“We send out weekly emails every time we drop a new arrival on our site,” says Cassidy London, manager of The Palm Tree, in an interview with the Lifestyle Monitor™. The Palm Tree has two boutique locations in Texas, specifically Denton and Grapevine. “We also have a good following on social media – Instagram – so we’re constantly posting on there to get people to come in and see what we have available in store. We like to keep our website and in-store selection a little bit separate. So, they see some big stuff online, and we also have in-store exclusives. I feel like that helps drive people in. We also do private shopping experiences and take part in any events that go on in our local community. Whether it’s a wine walk or a festival, we make sure we’re open and available to cater to all customers.”

Brutique, located in St. Petersburg, FL, is an independent apparel retailer with a twist, quite literally, as it is both a boutique and a bar. Located in the heart of downtown St. Pete, the shop invites customers to shop, sip, even take in a live musical performance in store. They can relax on comfy furniture – dogs are invited to join, as well – between perusing fashion, accessories, and artwork.  

Both Brutique and The Palm Tree are located in states considered to have the best in-store shopping culture in the country, according to a study by Public Desire, a global online footwear and apparel brand. California was named the best state for in-store shopping, followed by Texas and Florida. The top 10 are rounded out by New York, Pennsylvania, Montana, District of Columbia, Illinois, South Dakota, and Wyoming. The study, which drew from reports by the International Council of Shopping Centers, was based on metrics such as population, marketplaces. and the ratio of shops to the population.

The study is germane because despite the ease and convenience of ecommerce, most consumers (55 percent) prefer to purchase apparel in-store, according to the Cotton Incorporated 2025 Lifestyle Monitor™ Survey. This is something brick-and-mortar apparel stores should capitalize on, especially since 63 percent of consumers say they love/enjoy shopping for clothes. Additionally, consumers shop for clothes an average of three times per month, two of those times being in a store.

The biggest reason shoppers like to make their clothing purchases in-store: to make sure the items fit (74 percent), according to the 2024 Lifestyle Monitor™ research. That’s followed by wanting to see the item in person (67 percent), feeling the fabric (57 percent), skipping shipping costs (43 percent), they find it easier than online shopping (34 percent), instant gratification (31 percent), they like the shopping experience (30 percent), and customer service (13 percent).

And when checking fiber content labels, the majority of shoppers are seeking cotton or a cotton blend (70 percent), according to the 2024 Monitor™ research.

“I feel like having natural fibers in our selection is important,” London said. The retailer offers a variety of cotton and cotton blend pieces, including denim, dresses and tops. “We do have some people that come in who are very particular on the material. Generally, people really like our selection.”

Of course, major retailers are also working overtime to hit that perfect mix and draw foot traffic to their stores. Nordstrom is raising awareness for its New York City flagship store with the second iteration of its recently launched “Nordstrom For Everything New York” campaign. It highlights Nordstrom as the go-to destination for everything a New Yorker could need, while pairing iconic New York establishments such as the Plaza Hotel and American Museum of Natural History with legendary New Yorkers, including actor John Turturro and filmmaker Spike Lee.

“…We’re proud to spotlight the institutions that shape the movement and vibrancy of New York life,” says Nordstrom’s Deniz Anders, chief marketing officer, in a statement. “Through inspiring in-store activations and storytelling, we’re deepening our connection with the community we’re so fortunate and proud to be part of.”

Scotch & Soda partnered with iconic pop artist Burton Morris to launch a capsule collection that is available both online and in select stores around the U.S. and abroad. The “Born to Love” capsule features Morris’ signature vibrant hearts and debuted in time to draw  Valentine’s Day foot traffic.

Meanwhile, Gap partnered with Sean Wotherspoon, Gap’s global vintage curator, to unveil the GapVintage program, which will release a series of vintage drops with the designer and artist, and feature a curated selection of seasonal themed pieces throughout the year. The first release on February 4 was available online but also featured an exclusive drop at Gap’s Flatiron Store in New York. In Japan, the collection will be available in select store pop-ups.

Although most consumers (72 percent) say they plan their clothing purchases, according to 2024 Monitor™ research, such campaigns can stir excitement and help draw that vital foot traffic. Once in store, customers may be influenced by store displays or window shopping (28 percent), or the salespeople themselves (6 percent).

And in a testament to the importance of good store associates, half of all consumers (50 percent) say they prefer to ask questions about a clothing item they may want to purchase while they’re in-store, according to the Monitor™ research.

“I feel like everybody that comes in is looking forward to us helping them,” The Palm Tree’s London said. “We’re very on it. Whether it’s styling or helping them find an outfit, being a little bit more personable with the customers is always a plus. We like to spend time with the customer, and we know they enjoy that and want our opinion. Going in store is always just more fun and exciting than shopping online.”