The scariest thing in retail right now? Playing it safe.
October 29, 2025
By Lisa Ireland, Retail Account Executive
Halloween is here. The holidays are right around the corner. And if you’re a retailer, there’s something that should be more frightening than any ghost story or nightmare you can imagine.
(Cue ominous music here.)
You don’t have a single memorable, engaging experiential touchpoint baked into your in-store presence.
(Lightning flashes, thunder rolls, and ominous laughter echos down a dimly lit hallway…)
Why “just selling stuff” isn’t enough
E-commerce has changed everything. The convenience, the speed, the personalized algorithms — it’s no wonder traditional “places to buy” have taken a hit. But there’s an important twist here: people still want to shop in person. They just want more from the experience.
Recent studies show that Gen Z shops in person three times per week on average—and it’s not because they have to. It’s because they want to. They’re seeking connection, inspiration, and moments that can’t be clicked and shipped. That’s the power of experiential retail; it transforms shopping from a transaction into a story.
The industry knows this — but execution often falls short
In my experience, most retailers already understand the importance of great in-person experiences. Experience boosts engagement. Which builds brand affinity. Which greatly influences purchase decisions. But (as with anything in life) knowing isn’t the same as doing.
In our work, we see two big obstacles that keep brands from bringing bold ideas to life:
- A lack of creative differentiation
Too often, “new” concepts feel recycled — borrowed from last season’s playbook or the store next door. - A lack of production capability
Even when the ideas are strong, partners often struggle to bring them to life at scale, on budget, or with the level of polish today’s audiences expect. As a result, brands often end up “playing it safe” — doing what they’ve always done (which often treats experience as an afterthought).
The result? Safe choices. Predictable activations. Experiences that check boxes instead of creating buzz. Or (the horror…) no experiences at all.
The real nightmare: missed opportunity
And that’s a shame—because the demand is there. Shoppers, especially younger ones, crave sensory, emotional, and social experiences that make them feel something. They’re willing to spend when the moment feels meaningful.
When retailers default to the familiar, they don’t just lose sales. They lose relevance.
So as the holiday season ramps up and customers look for memorable moments, ask yourself:
What’s scarier — investing in creativity, or watching your audience drift toward brands that do?
Because in today’s landscape, the real fright isn’t ghosts or goblins. It’s a store that doesn’t give customers a reason to come back.