Study reveals how one scent could encourage Brits back to the UK high street

The scent of vanilla, warm amber lighting and a carefully chosen playlist could be what saves the UK high street amidst constant closures.

Over the last several years, the UK high street has faced an onslaught of shop and restaurant closures, leaving formerly bustling areas of cities and towns in dire conditions.

But there’s a light at the end of the tunnel (… or is that high street?).

A new study by Faire that surveyed 2,000 shoppers found that the right atmosphere would persuade the average person in the UK to spend an extra £1,100 a year and encourage them to stay in a shop for longer than intended – potentially helping to save the high street.

Four in five said they can immediately tell when a shopkeeper has put genuine thought into the atmosphere of a store, while almost nine in 10 shoppers said they would stay longer than planned, and nearly three-quarters admitted they would spend more than they had intended.

The study also found that certain scents could help encourage Brits to stay in shops, with vanilla topping the list, followed closely by fresh linen and clean cotton. Citrus, floral fragrances, woody scents such as sandalwood or oud, and coffee also proved popular.

Music also plays an important part in customer behavior, as the study found that pop music was the genre most likely to encourage browsing, along with R&B and 1990s and 2000s throwback songs.

When asked what aspects of a shop put them off the most, however, more than half of all respondents cited loud music, followed by pushy staff, overpowering smells, and stores that felt cluttered or had messy shelving.

What have shoppers said?

For retired architect Jinny Keatinge, 67, seemingly small details can immediately influence whether she chooses to buy.

She said: ‘For me, it is all about how the shop looks, and the most infuriating thing is when shops don’t have any prices on the products.

‘That would put me off buying anything because you are afraid of how much it is going to cost and you don’t want to ask.

‘It’s also about the staff and not being pestered. Just a simple hello is enough. I don’t want to feel like I’m being followed around or pressured into buying something.’

Creative producer Aurelia Lorimer, 26, believes atmosphere is about authenticity rather than perfection, saying: ‘I love unique stores and vintage stores.

‘I know the smell of vintage stores is a bit musky, but I do love it, and it adds character to the shop.

‘I like shops that are well curated but at the same time look like they have a lot of clutter. The layout and how clothes are displayed is what catches my eye and makes me want to buy something.

‘I also hate shops that have painful music playing constantly. It has to have a good balance, calm but with some character.’

Lawyer Jennifer Cadet, 39, said having knowledgeable staff is every bit as important as attractive surroundings.

She said: ‘I love little independent stores and love it when it feels like you are buying something local and something that nobody else has.

‘I like being able to have a conversation with the people in the store when they are really knowledgeable about what they have in stock.’

Customer experience expert Stephen Spencer said sensory experiences influence how people perceive value, explaining that ‘it’s not rocket science, it’s neuroscience’.

‘Smells, sounds and all the senses trigger emotions. If they’re the right emotions for the moment, they give people a higher perception of value. They make people feel more relaxed about spending more money and encourage them to stay longer.’

What’s happening to the UK high street?

Over the last few years, the UK high street has been hit with an onslaught of shop and restaurant closures due to dwindling foot traffic and sales.

Just this week, gambling giant Betfred confirmed that it would be closing 132 stores and cutting 600 jobs due to ‘economic uncertainty’.

Since the beginning of the year, we’ve seen Morrisons confirm the closure of dozens of its Daily convenience stores, the British Heart Foundation announce the closure of 87 shops with plans to shut more, and Quiz close all of its shops across the UK.

But it’s not just retailers that have been affected, as dozens of restaurants across the nation have either closed their doors for good or will be doing so over the upcoming months.

Beefeater and Brewers Fayre restaurants will be closing 200 locations in September, and Franco Manca and The Real Greek both shut several of their branches, too.