The Return Of Touch 2026 Data Sheet

Americans are embracing physical experiences and tangible products in an increasingly digital world, according to new research from Quad and The Harris Poll. Eighty percent are drawn to experiences that don't revolve around screens, while 84% say owning physical items is more satisfying than owning digital ones. Shopping in person also remains important, with 85% saying they value seeing, touching or trying products before buying and 77% describing browsing physical stores as more of an adventure than shopping online. Younger consumers are particularly interested in these experiences, with 74% of Gen Z and millennials willing to explore stores even when they don't plan to make a purchase.

The renewed appreciation for in-person experiences gives retailers, shopping centers, restaurants, entertainment venues, bookstores, hobby shops, arts and crafts retailers and local attractions a compelling reason to promote what makes visiting their businesses special. Sellers can encourage these advertisers to highlight hands-on demonstrations, exclusive merchandise, special events and personalized experiences that consumers can't replicate online.