The Future of Customers Report: 2024 Edition

The Square Future of Customers report will give you insight into how shoppers today are making retail purchases in-person or online, the way they prefer to dine, and their preferences when it comes to beauty providers. Square worked with Wakefield Research to survey 4,000 consumers in the U.S., Canada, UK, and Australia.
by Deborah Findling Jan 31, 2024 — 2 min read
The Future of Customers Report: 2024 Edition

About this series

Future of Commerce

Square partnered with Wakefield Research to survey consumers, restaurant owners, and retail owners in the United States, Canada, the United Kingdom, and Australia to uncover insights about the 2024 commerce landscape.

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Consumer preferences for retail, beauty, and dining experiences are shifting in 2024. Today’s modern shopper is looking for innovative experiences ranging from new technologies to automated solutions. As more diners and retail customers head back into stores, they’re expecting a seamless omnichannel experience that matches an in-person one. As a business owner, here are areas you can adapt to cater to customers embracing new payment options, loyalty programs, and automated interactions.

In-store shoppers drive more foot traffic.

Consumers today are returning to an in-store shopping experience, with 63% of respondents saying they typically shop in-store, while an average of 36% make their monthly retail purchases online. The majority (52%) of in-store shoppers say the physical retail space is a deciding factor when visiting somewhere new. 

Digital presence and experiences are drawing in new diners.

Forty-eight percent of diners say that in-person dining options would drive them to try a new restaurant they had not previously dined at, while 45% say a restaurant website would inspire them to try someplace new.

Consumers of all generations showed interest in the ability to make reservations, locally sourced food, events like cooking classes, and meal kits as other top incentives to try a new restaurant. Baby boomer (35%) and Gen X (34%) diners overall showed the highest interest in locally sourced foods as a way to increase their interest in a new restaurant.

Salon goers want a mix of automation and live staff.

Nearly two in three consumers (63%) prefer automation to live staff for certain admin tasks at salons, barber shops, and spas. Automation is most welcome when it comes to sending appointment reminders (35%) and booking appointments (34%).

Square partnered with Wakefield Research to survey U.S., Canadian, U.K., and Australian-based consumers over the age of 18. The Square Future of Customers report gives insights into how shoppers today are making retail purchases in-person or online, the way they like to dine, and their preferences when it comes to beauty providers.

Inside the Future of Customers report you’ll find:

Click to read the Square Future of Customers Report

Future of Customers: 2024 Edition

Looking for more insights on retailers, restauranteurs, and more? Read the 2024 Square Future of Commerce report:

Deborah Findling
Deborah Findling is an editor at Square, where she writes about investment, finance, accounting and other existing and emerging payment methods and technologies.

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