In-person is the new In-ternet.

Digital fatigue is real, and when it comes to retail, some brands are already leading the way with a growing number of offline experiences. Gen-Z has been first in line to reverse the normality of online shopping.

Surveys and buying habits are showing a common trend with over two-thirds of 18–24-year-olds reportedly shopping in-store weekly or preferring a blend of online and in-person shopping.

Geoff Nelson has been regularly reminding our clients how this shift back to the physical, the real, the tangible, continues to be something to watch. And knowing when to lean in is important.

From cooking classes to craft clubs and retail pop-ups, physical spaces as community hubs are supporting one big idea: A way to reinforce belonging.

Why it matters?

Digital visibility (and our attention in general for that matter) has become a commodity.

As marketers, we’re all competing in overcrowded feeds. Physical spaces are once again becoming the unique advantage for brands to offer an in-person experience.

Offline touchpoints aren’t nostalgia to Gen-Z, who grew up with ubiquitous e-commerce. That means finding their third place that serves their interests, their vibe, and their community is a difference that matters.

Your Mission: If you have the space, don’t waste it. Make it special. Make it stand out. Give people a reason to linger, learn, leave their phones alone for five minutes, and maybe even make a friend.

For brands without real estate, collaborate with partners or find public spaces to “pop-up” in person from time to time.

In-person opportunity is real. It’s growing. And as always, staying creative as a brand is the means to standing out.