More consumers are now shifting between in-store and online shopping, according to the latest report from the Tesco Media & Insight Platform, which has dubbed the trend ‘blended shopping’. 

In the 2024 Shape What Britain Buys report, researchers noted an increasing number of blended shoppers who buy their groceries both online and in bricks-and-mortar stores, with this year set to see a continuation of this trend. 

The report also noted a greater degree of interplay between online and in-store shopping, with online adverts often prompting consumers’ purchasing decisions when visiting a store. 

Emma Foley, head of Planning for the Tesco Media & Insight Platform, said having an online presence is “crucial” for brands looking to make the most of the blended shopping trend.

She added: “Priming customers consistently not only creates strong mental availability for your brand, it reduces the heavy lifting required to prompt consideration of your brand at the moment of truth, in-store or online.”