Affluent Shoppers Want To Browse Online But Buy In-Store
In an increasingly digitally driven retail world, how do the wealthy shop? While affluent consumers value a seamless, omnichannel journey that facilitates purchases from any device, the Forbes Research 2025 High Net Worth Survey revealed their distinct preference for tailored, in-store experiences when buying high-end goods.
The survey was fielded to 250 people globally with over $2 million in investable assets between April and May 2025, and the data revealed the following about the luxury shopping habits of high-net-worth individuals (HNWIs):
Ahead, explore other key findings from the survey.
Personalized Services Are The Biggest Factor In Buying Luxury Goods
The HNWIs Forbes surveyed plan to spend an average of $29,243 on designer watches, $19,921 on designer clothing and $12,619 on high-end accessories such as handbags and belts in the coming year.
The top factor that drives the decision to buy a luxury item? Personalized customer service, such as a concierge or personal shopper, to ensure their needs are being met efficiently and in a timely manner.
The wealthy are also seeking exclusivity when interacting and engaging with brands, with 87% percent of respondents more likely to shop from a brand that offers a unique experience, such as in-person events. Nearly two-thirds say they have attended a fashion show, private concert or art exhibit hosted by a luxury brand.
A Seamless Omnichannel Journey Boosts Customer Loyalty And Brand Perception
Brands are going to great lengths to get the synergy of omnichannel shopping right. The ones that achieve full connectivity will be rewarded: Forbes Research data found that seven in 10 respondents would be more loyal to a brand that offers seamless integration of online and in-store purchasing.
Seventy-eight percent of respondents said personalized marketing messages across multiple channels — informed by their preferences and behaviors — significantly impact their perception of a brand.
The world's wealthy are seeking cutting-edge retail experiences, but the personal touch of interacting with their favorite luxury stores still holds ultimate sway.
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